Ami

Oct 2024

For the Fall 2024 Ad Campaign Part 2, Ami leans into the intersection of heritage architecture and contemporary minimalism to anchor its latest collection within a cinematic landscape. Under the creative direction of Alexandre Mattiussi, the campaign transports the viewer to the streets of Shanghai, where the juxtaposition of weathered wood, traditional gabled roofs, and neoclassical stone pillars provides a moody, grounded backdrop for the brand's sharp tailoring. Photographer Vitali Gelwich captures the collection through an editorial lens, utilizing soft natural light to emphasize the rich textures of patent leather, plush crimson velvet, and bold gingham checks. Model Henry Lau serves as the focal point, embodying a sophisticated, urban aesthetic that bridges the gap between historical resonance and modern luxury fashion. The imagery operates with a documentary style, allowing the clean lines of the clothing—from high-gloss suiting to structured handbags—to take center stage against the layered, vertical compositions of the urban environment. By blending commercial precision with a cinematic sensibility, this project effectively elevates the brand narrative, highlighting the interplay between the subject and the surrounding architectural depth. The result is a refined, high-end editorial showcase that feels both timeless and distinctly grounded in the contemporary fashion landscape, demonstrating a masterful command of composition and atmosphere.

Editorial

Natural light

Luxury Fashion Houses, Fashion