Ami
Featured Ami projects
This week's top Ami projects, carefully handpicked by Visie's expert curators, showcase the best in style and innovation.
Project Ami · AMI S/S 27 Keylooks
For the AMI S/S 27 collection, designer Alexandre Mattiussi delivers a masterclass in modern sartorial duality, blending the structured rigor of classic luxury tailoring with the spirited energy of contemporary sportswear. This expansive editorial project, captured through the lens of photographer Bruno Staub, leans into a minimalist aesthetic where every composition serves to elevate the tactile quality of the textiles. Against clean, off-white studio backdrops, the campaign employs bright, even lighting to highlight a vibrant palette of bold reds, sunshine yellows, and deep navies, all while accentuating the interplay of fabric textures from sleek nylon windbreakers to plush, suede-clad ensembles. Fashion director Elodie David Touboul expertly navigates this juxtaposition, layering traditional button-down shirts and ties beneath athletic-inspired shorts and graphic knitwear to define a fresh, urban silhouette. The project relies on a deliberate balance of editorial poise and commercial clarity, with hair by Benjamin Muller and makeup by Adrien Pinault maintaining a polished, understated look across a diverse cast. Through the integration of natural light and precision studio strobe techniques, the imagery achieves a sharp, contemporary resonance. By fusing formal blazers with casual, high-sheen technical layers, the S/S 27 lookbook captures the essence of a modern wardrobe that refuses to compromise between comfort and sophisticated, high-fashion storytelling.
Project Ami · ami alexandre mattiussi D’ETE FW26
The latest campaign for the Ami Alexandre Mattiussi D’été FW26 collection masterfully distills the essence of seasonal leisure through a refined lens of luxury fashion. Captured with a distinct sense of intimacy, the imagery leans into editorial minimalism, favoring an aesthetic that feels both approachable and aspirational. Photographer Victor Brun expertly utilizes natural light to ground the collection, letting the stark shadows against textured walls and the expansive, sun-drenched coastal backdrops do the heavy lifting. By stripping away excess, the creative direction allows the architectural silhouettes of the garments—ranging from vibrant, graphic-adorned tees to fluid, pleated maxi skirts—to take center stage. Fashion editor Javier De Pardo delivers a styling narrative that feels effortlessly chic, complemented by the understated grooming work of hair stylist Stephanie Farouze and makeup artist Emilie Green. Featuring models Avishag Amir and Valentin Humbroich, the project feels less like a traditional commercial and more like a captured moment in time, where the heat and light of a Mediterranean escape bleed into the fabric of the clothes. This collaboration under the vision of Alexandre Mattiussi succeeds by balancing the precision of high-end fashion design with the raw, lived-in energy of authentic lifestyle portraiture, ultimately reinforcing the brand’s ability to turn foundational wardrobe staples into enduring statements of style.
Project Ami · Everyday Essentials Spring/Summer 26
For the Everyday Essentials Spring/Summer 26 campaign, Ami delivers a masterclass in urban storytelling that leans into the nostalgic charm of classic city life. Set against the architectural backdrop of a Parisian sidewalk, the collection is framed entirely within the confines of vintage glass and metal telephone booths. This choice of setting allows photographer Mathieu Rainaud to utilize natural light to its fullest potential, capturing a candid, lifestyle-focused aesthetic that feels both intimate and expansive. The imagery moves seamlessly between portraiture and commercial editorial, highlighting the relaxed, contemporary silhouettes of the collection through sharp, clean compositions. Designer Alexandre Mattiussi crafts a vision that celebrates the mundane, elevating simple knit cardigans, layered tank tops, and tailored shorts into a narrative of modern ease. The project benefits significantly from the cohesive vision provided by set designer Felix Gesnouin, whose attention to the industrial, transparent structure of the booths grounds the subjects in a tactile, authentic environment. With additional grooming precision provided by hair stylist Vincent Zimberlin and manicurist Lilly Lizé, the campaign maintains a polished yet effortless look that resonates with a youthful, global audience. By integrating these elements, the project successfully bridges the gap between high-end luxury fashion houses and the relatable, everyday energy of a street-level lifestyle narrative, creating a series of images that feel simultaneously timeless and strikingly current.
Project Ami · AMI Paris 'Le Casting' Campaign w/ J ...
The AMI Paris Le Casting campaign serves as a masterclass in modern luxury fashion, stripping away the excess of high-concept production to prioritize the raw, approachable charm of its subject. Under the guidance of creative directors Jean-Baptiste Talbourdet-Napoleone and Lolita Jacobs, the project leans into a clean, editorial aesthetic that emphasizes the tactile quality of the collection. By utilizing studio strobe lighting against a minimalist, seamless white background, photographer Bruno Staub captures an intimate portrait series that feels both authentic and aspirational. The fashion-forward styling by Pau Avia elevates everyday staples—layering structured camel trench coats over plaid shirts and suede jackets—to create a look that is sophisticated yet fundamentally rooted in a relaxed, lifestyle-oriented sensibility. The resulting images channel a timeless appeal, proving that even within the high-stakes world of luxury fashion, a focus on texture, sharp tailoring, and genuine human expression remains the most compelling narrative device. Through this intentional editorial lens, the campaign avoids the pretension often associated with the industry, opting instead for a deliberate, commercial elegance that celebrates the nuances of personal style. The collaboration between the design vision of Alexandre Mattiussi and the precise creative direction results in a visual language that feels fresh, relevant, and perfectly aligned with the contemporary spirit of Ami Paris, cementing its place as a definitive touchstone for current portraiture.
Project Ami · Fall 2023 Ad Campaign
The Fall 2023 Ad Campaign from luxury fashion house Ami masterfully oscillates between minimalist precision and dramatic intensity, establishing a visual language that feels both timeless and deeply contemporary. Under the creative direction of Alexandre Mattiussi, the campaign utilizes a bifurcated aesthetic approach, balancing expansive, high-key editorial portraits against deep, cinematic chiaroscuro compositions. This deliberate contrast allows the tailoring to take center stage, with photographer Paolo Roversi capturing the interplay between the structured silhouettes of wool coats and oversized blazers and the tactile allure of beaded and sequined textures. The styling by Carlos Nazario provides a cohesive narrative thread, favoring sleek, pulled-back hair by Jawara and sharp, graphic makeup applications that define the models—including Guinevere Van Seenus and Noah Hanes—with architectural clarity. Whether cast against a neutral grey studio backdrop or submerged in near-total shadow, each image functions as a deliberate exercise in editorial minimalism. By stripping away extraneous artifice, the campaign emphasizes the fundamental relationship between the human form and high-end garment construction. The result is a series of portraits that lean into the intimacy of the gaze while maintaining the commercial polish expected of a major fashion house, ensuring that every fabric drape and sharp shadow serves the overarching, sophisticated tone of the Ami brand identity.
Project Ami · 'Cloudy Wool' 2023 Ad Campaign
The Cloudy Wool 2023 ad campaign from Ami perfectly captures the intersection of elevated comfort and minimalist luxury. Through a lens of effortless sophistication, the campaign leans into a monochromatic and soft-focus aesthetic that prioritizes tactile storytelling above all else. Featuring Noah Schnapp among an ensemble cast, the visuals utilize a series of deliberate, studio-based portraits to highlight the brand's signature fuzzy knitwear and oversized silhouettes. Photographer Darren Gwynn masterfully employs natural light and soft, diffused studio strobe lighting to emphasize the rich, varied textures of wool, fleece, and leather. The imagery channels a sense of quiet intimacy, using a muted, pastel-forward color palette that keeps the focus anchored on the garments. By balancing structured tailoring with relaxed, lifestyle-inspired poses, the series achieves an editorial minimalism that feels both timeless and approachable. The recurring use of neutral, off-white backdrops serves to amplify the layered, cozy quality of the seasonal knitwear, turning everyday garments into the primary subjects of the frame. This project functions as a masterclass in fashion editorial portraiture, where the interplay of light and material defines a cohesive and serene brand identity, successfully positioning Ami as a leader in refined, modern luxury fashion houses through consistent, intentional creative direction.
Project Ami · Holiday 2023 Ad Campaign
The Ami Holiday 2023 ad campaign masterfully distills the brand’s signature blend of Parisian ease and high-fashion luxury into a series of stark, evocative portraits. Under the sharp creative direction of Alexandre Mattiussi, the campaign leans into a monochromatic, minimalist aesthetic that feels both timely and timeless. Captured with the precise, deliberate eye of photographer Daniel Archer, the imagery utilizes studio strobe and natural light to emphasize the rich tactile qualities of the collection, from voluminous, crinkled metallic puffer jackets to deeply textured knitwear. Featuring a diverse cast including models Lena Bystrova, Majda John Peter, and Ridzman Zidaine, the project maintains a focused, editorial tone that allows the garments to occupy the foreground. The styling, helmed by Imruh Asha, plays with unconventional silhouettes—most notably the sculptural, cocoon-like puffer jackets and crisp, branded basics—while the hair by Ryan Mitchell and makeup by Ana Takahashi support a clean, polished look that never distracts from the clothing. By centering the collection against a neutral, pale grey backdrop, the campaign avoids superfluous noise, instead highlighting the interplay of reflective surfaces and soft wools. This editorial approach reinforces the house’s identity through a modern, commercial lens, proving that understated simplicity remains the most effective tool for capturing the holiday spirit without relying on traditional festive tropes.
Project Ami · Summer 2024 Ad Campaign
The Ami Summer 2024 ad campaign masterfully distills the essence of contemporary luxury fashion through a series of striking, minimalist portraits that lean into editorial minimalism. Under the creative direction of Alexandre Mattiussi, the campaign finds its visual identity in a rigorous exploration of light, shadow, and tactile surface. Photographer Vitali Gelwich leverages a sophisticated interplay of techniques, alternating between the sharp, technical precision of studio strobe lighting and the soft, organic qualities of natural light to define the collection’s ribbed knit textures and sleek silhouettes. Featuring model Olivia Dean, the imagery channels a cinematic quality, with low-key, chiaroscuro lighting that carves the subjects out of monochromatic, dark backgrounds. Whether reclining on tufted leather or posed against stark, minimalist walls, the work emphasizes architectural construction and refined accessory details, such as the house’s signature logo hardware. Beyond the polished final portraits, the campaign offers a rare glimpse into its own mechanics, contrasting the raw, industrial reality of studio cables and heavy-duty gear with the final, serene results. By focusing on composition and the interplay of depth and form, the campaign succeeds as a definitive study in fashion photography, prioritizing a clean, sophisticated aesthetic that elevates the brand’s modern narrative without the need for unnecessary artifice or narrative clutter.
Project Ami · Fall 2024 Ad Campaign
Ami brings a sense of quiet poise to the luxury fashion landscape with the Fall 2024 Ad Campaign, a collection of imagery that masterfully balances contemporary minimalism with the storied richness of classic interior design. Photographed by Vitali Gelwich, the series follows model Jihyo as she inhabits a space defined by intricate toile-patterned wallpaper and deep-toned Persian rugs. This editorial approach leans into a refined aesthetic, where the soft, natural light emphasizes the tactile quality of structured olive blazers and fluid, floor-length evening wear. The campaign effectively positions the brand within a sophisticated, lived-in reality, moving away from overly stylized studio tropes to capture a mood that feels both intimate and grand. Under the creative direction of Alexandre Mattiussi, the visuals rely on a disciplined composition that allows the textures of the apparel—from metallic-detailed leather boots to heavy wool coats—to take center stage. By integrating commercial polish with the visual language of high-end editorial portraiture, the project creates a dialogue between the stark elegance of the garments and the detailed environments they occupy. Each frame is a study in restrained luxury, demonstrating how careful styling and thoughtful placement can elevate a seasonal lookbook into a cohesive narrative statement that feels distinctly aligned with the modern fashion house ethos.
Project Ami · Fall 2024 Ad Campaign Part 2
For the Fall 2024 Ad Campaign Part 2, Ami leans into the intersection of heritage architecture and contemporary minimalism to anchor its latest collection within a cinematic landscape. Under the creative direction of Alexandre Mattiussi, the campaign transports the viewer to the streets of Shanghai, where the juxtaposition of weathered wood, traditional gabled roofs, and neoclassical stone pillars provides a moody, grounded backdrop for the brand's sharp tailoring. Photographer Vitali Gelwich captures the collection through an editorial lens, utilizing soft natural light to emphasize the rich textures of patent leather, plush crimson velvet, and bold gingham checks. Model Henry Lau serves as the focal point, embodying a sophisticated, urban aesthetic that bridges the gap between historical resonance and modern luxury fashion. The imagery operates with a documentary style, allowing the clean lines of the clothing—from high-gloss suiting to structured handbags—to take center stage against the layered, vertical compositions of the urban environment. By blending commercial precision with a cinematic sensibility, this project effectively elevates the brand narrative, highlighting the interplay between the subject and the surrounding architectural depth. The result is a refined, high-end editorial showcase that feels both timeless and distinctly grounded in the contemporary fashion landscape, demonstrating a masterful command of composition and atmosphere.
Project Ami · Fall 2024 Ad Campaign
For its Fall 2024 campaign, Ami leans into the intersection of high fashion and quiet, domestic intimacy, curating a visual narrative that feels both storied and deeply personal. Under the creative direction of Alexandre Mattiussi, the campaign finds its soul in a series of striking black and white portraits featuring Whoopi Goldberg, whose presence brings a sophisticated, cinematic weight to the luxury house's latest collection. Captured by photographer Rahim Fortune, these images utilize soft natural light to emphasize the rich, tactile qualities of textured herringbone blazers and tailored double-breasted jackets. Beyond the portraiture, the campaign extends into a series of refined still lifes that position the brand's signature crocodile-embossed leather handbags alongside delicate floral arrangements. These compositions, defined by their editorial minimalism and moody chiaroscuro lighting, transform everyday indoor settings into elegant, high-end environments. By blending the organic curves of ranunculus flowers with the sharp, structural lines of polished gold hardware, the project creates a seamless dialogue between the brand's product-focused commercial sensibilities and its wider artistic vision. The result is a cohesive aesthetic that balances the gravity of cinematic portraiture with the warm, lived-in atmosphere of a classic home, cementing Ami's status as a leader in contemporary luxury fashion through a restrained, intentional, and visually arresting lens.
Project Ami · Spring 2025 Ad Campaign
The Spring 2025 campaign for luxury fashion house Ami masterfully blurs the boundary between high-end editorial and conceptual artistry, grounding the collection in a narrative that feels both sophisticated and intellectual. Under the creative direction of Alexandre Mattiussi, the imagery centers on actress Sarah Paulson, whose poised presence anchors the surreal interplay of fashion and literary motifs. Photographer Szilveszter Makó utilizes a striking low-key chiaroscuro technique throughout the series, creating a dramatic tension between light and shadow that elevates the tactile qualities of the garments. The project leans into a cinematic aesthetic, featuring bespoke illustrated book stacks that juxtapose realistic portraiture against graphic, sketch-like elements to underscore the brand's unique design vocabulary. Whether capturing Paulson in sharp, tailored blazers or presenting structured trench coats through precise studio strobe lighting, the campaign maintains a consistent, minimalist visual language. This editorial approach ensures the focus remains on the silhouette and craftsmanship of the pieces, turning a standard seasonal showcase into an evocative exploration of style. By weaving these illustrative flourishes into the commercial framework, the campaign successfully communicates a brand identity that values thoughtful, artistic narrative as much as its core luxury fashion credentials, resulting in a cohesive vision for the upcoming season.
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