.new collection
AMI Paris SS24 Springs Into Mystery
A Cinematic Campaign Unveiled
written Marcus Baumann
A suspenseful narrative unfolds within a Parisian studio, as AMI Paris introduces its Spring-Summer 2024 campaign with the artistic vision of Berlin-based photographer Luis Alberto Rodriguez.
The new campaign marks a deep exploration into the themes of human connection, showcasing love, friendship, and inclusivity as the core values of the brand. These themes are deeply rooted in AMI's philosophy and mirror the brand's commitment to nuanced elegance and accessible luxury, reflecting its Parisian heritage.
AMI Paris
Spring/Summer 2024
seen by LUIS ALBERTO RODRIGUEZ
Through the lens of mystery and elegance, AMI Paris' Spring-Summer '24 campaign beckons us to explore the intricate ties that bind us, all while draped in the timeless elegance of French fashion.
Rodriguez's second collaboration with AMI brings to life a series of enigmatic scenes, creating an atmosphere filled with tension and intrigue. The campaign's talents, portrayed by a close-knit group of individuals, navigate through a series of mysterious events, their solemn expressions adding to the overall sense of mystery. As they move from a car to a motel and then to a bedroom, each setting hints at the unfolding narrative, allowing viewers to draw their own interpretations of the drama.
The casting of top models, including Julia Nobis, Selena Forrest, and Sang Woo Kim, adds a layer of depth to the campaign, each bringing their unique presence to the cinematic portrayal. The Spring-Summer 2024 collection is a reflection of AMI's ongoing evolution under Creative Director Alexandre Mattiussi. Drawing inspiration from the minimalist aesthetics of the 90s, the collection reinterprets the brand's essentials, presenting a wardrobe that balances sharp silhouettes with fluidity. The collection thoughtfully navigates the realms of masculinity and femininity, offering men's and unisex pieces that celebrate individuality, while women's attire exudes feminine sensuality with poise.
AMI Paris
Spring/Summer 2024
AMI Paris
Spring/Summer 2024
AMI Paris
Spring/Summer 2024
AMI has embodied the city's signature elegance, sophistication, and simplicity. Alexandre Mattiussi's vision for the brand has always been to create a wardrobe that is articulate, comprehensive, and pragmatic, firmly rooted in the concept of friendship and the Parisian lifestyle.
This latest campaign takes us into a narrative-rich world where fashion intersects with storytelling, where every piece narrates a tale, and each scene subtly underscores the enduring allure of human connections.
all images
AMI Paris
Spring/Summer 2024