Ami

Nov 2024

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.

Commercial

Natural light

Luxury Fashion Houses, Fashion