Ami

Sep 2025

For its Fall 2025 ad campaign, Ami Alexandre Mattiussi leans into an aesthetic of quiet, minimalist sophistication that reinforces the brand's position within the luxury fashion house landscape. Under the creative direction and lens of Sofiane Lahcen, the series pivots toward a distinctly human-centric narrative, trading complex set designs for the raw simplicity of natural light and clean, neutral backdrops. By utilizing a restrained color palette, the visuals allow the texture of the garments—from crisp white button-downs to pinstriped shorts—to take center stage. Models Elvis Candy-Radovanovic and Famke van Hasselt bring a sense of intimate spontaneity to the frames, particularly in portraits that capture candid interactions, such as the shared moment over an apple. The execution feels deeply rooted in editorial minimalism, avoiding excessive artifice to instead highlight the brand identity through purposeful, understated styling. The collection of portraits and lifestyle imagery effectively bridges the gap between high-end fashion and relatable daily wear. With every composition carefully balanced to center the iconic logo, the campaign serves as a masterclass in modern branding, proving that a focus on pure composition and authentic subject connection remains the most powerful tool in contemporary fashion advertising. The resulting imagery creates a cohesive, elevated, and timeless look that resonates with the brand's signature Parisian spirit.

Editorial, Lifestyle, Vertical, Commercial

Natural light

Luxury Fashion Houses, Fashion