Ami

Sep 2023

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.

Editorial, Vertical

Studio strobe

Luxury Fashion Houses, Fashion