Ami

Aug 2024

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.

Editorial, Commercial

Natural light

Luxury Fashion Houses, Fashion