AMI SPRING-SUMMER 24 CAMPAIGN

A group of close friends, evolving in an elegant, yet enigmatic movie-like atmosphere.

February 27th, 2024 – Today AMI Paris unveils its new campaign for AMI Spring-Summer 24. Shot in a Parisian studio by Luis Alberto Rodriguez, the campaign revisits some of the brand’s favorite themes: a close-knitted group, love and friendship, inclusiveness, all values that are pivotal in the narrative and in the philosophy of the Parisian brand. This campaign marks the second time that the Berlin-based photographer collaborates with AMI.

The atmosphere of the campaign exudes an exciting feeling of tension, of suspense. Intriguing, the mood is collected: facial expressions are deliberately solemn, adding to the overall mystery. Yet, powerful and perceptible throughout the shots are the strong ties that connect every protagonist together.

The group moves successively from a car to a motel, then to a bedroom, hinting at something happening or about to happen, that they shall face together. Throughout their adventure, into their mystery, we follow them, free to draw our own interpretation from the dramatic parts they enact. Picture after picture, the campaign unfolds with sequence-like scenes reminiscent of a movie, undoubtedly inspired by the fascinating and cryptic cinematographic universes of either David Lynch or David Cronenberg.

The cast of the AMI Spring-Summer 24 Campaign features a group of top models, including some of the most sought-after faces of the moment: among them are Julia Nobis, Selena Forrest, Apolline Rocco Fohrer, Saul Symon, Sang Woo Kim and Zaram Obasi.

The AMI Spring Summer 24 Collection embodies a quest for an established identity and a pragmatic wardrobe: AMI continues the evolution started by Creative Director Alexandre Mattiussi, who refines the wardrobe in order to strengthen it. Inspired by the extraordinary minimalism of the 90s, the brand’s essentials have been reinterpreted. Connected to reality, the wardrobe echoes its times.

With sharply defined shoulders and fluid shapes, the AMI silhouette is close to the body, following its curves and movements. Men evolve at their own pace within the collection, while unisex propositions take up more space, and women fully embrace their feminine sensuality.

@amiparis amiparis.com

ABOUT AMI

Born in Paris in 2011, inspired by Paris ever since — The name AMI, the French word for friend, plays with the initials of Alexandre Mattiussi, its founder and creative director. AMI has worked since its creation to define and complete the most articulate, comprehensive, pragmatic wardrobe for menswear and womenswear.

Standing for a friendly approach to luxury, AMI captures a singular form of the French capital’s elegance, sophistication and simplicity.