Ami: AMI S/S 25 KEYLOOKS by Daniel Archer

Jun 2024

The Ami S/S 25 Keylooks campaign presents a study in refined tailoring and tactile minimalism. Captured by photographer Daniel Archer, the imagery leans into a grounded, editorial aesthetic that highlights the interplay between structured garments and raw architectural environments. Art direction by Jonathan Ferrari creates a cohesive visual rhythm across the collection, positioning the season's pieces within distressed, light-filled interiors. Fashion editor Carlos Nazario balances the collection's sharp silhouettes with relaxed, layered styling, seen in trench coats, pleated skirts, and tailored suits. The visual language relies on soft natural light and subtle earth tones, frequently punctuated by draped white fabric and weathered concrete textures. Set design by Valerie Weill underscores the project’s restrained, atmospheric approach, while grooming by hair stylist Benjamin Muller and makeup artist Adrien Pinault maintains a clean, direct focus on the collection’s construction.

Editorial, Vertical, Earthy

Natural light

Lookbook