Ami

Aug 2026

The AMI Kids AW26 campaign elegantly translates the Parisian house's signature charm into a playful, youth-focused collection. Captured through the lens of photographer Santi de Hita, the imagery leans into a clean, minimalist aesthetic that allows the brand's iconic red heart logo to take center stage. Under the creative vision of designer Alexandre Mattiussi, the campaign eschews high-concept artifice in favor of candid, lifestyle-driven portraiture that feels both timeless and approachable. The project utilizes a live-action technique to document its young subjects, fostering a sense of joy and spontaneity that defines the seasonal narrative. Stylist Marianne Krauss expertly navigates the balance between classic tailoring and casual comfort, utilizing rich knitwear textures, denim, and layered collared shirts that resonate with the brand's luxury heritage. The visual language is defined by soft, natural light and a high-key studio environment, creating an airy, light-filled atmosphere that reinforces the collection’s freshness. With structural support from set designer Tristan Tilagone, the minimalist backdrops ensure the focus remains entirely on the camaraderie and energy of the children. By prioritizing natural expressions and authentic movement, the campaign avoids the stuffiness often found in luxury fashion houses, instead delivering a sophisticated yet accessible vision of childhood style that feels perfectly in step with the contemporary AMI identity.

Lifestyle, Commercial, Clean

Live-action Technique

Fashion, Luxury Fashion Houses