Ami Paris

Apr 2025

For the Spring 2025 campaign, Ami Paris channels a mood of quiet introspection and lived-in sophistication, seamlessly bridging the gap between high-fashion editorial and cinematic storytelling. Under the creative direction of Alexandre Mattiussi, the campaign utilizes a palette of muted earth tones and rich, warm lighting to frame its subjects in domestic, vintage-inspired interiors. The execution relies on a deft interplay between structured tailoring and natural, often barefoot, styling, which emphasizes the brand’s commitment to refined yet accessible luxury. Through the lens of photographer Daniel Archer, the imagery leans into a low-key chiaroscuro aesthetic, where soft directional light and deep, moody shadows define the textures of plaid capes, oversized wool coats, and crisp knitwear. The compositions, art directed by Jonathan Ferrari, frequently employ natural frames like doorways and narrow corridors to isolate talent, creating a sense of intimacy that feels both modern and timeless. By integrating elements like vintage floral wallpaper, herringbone parquet, and classic wood paneling, the set design by Frederick Asseo grounds the collection in a nostalgic, residential narrative. This campaign excels by eschewing traditional high-gloss artifice in favor of a raw, contemplative elegance, proving that sophisticated tailoring resonates most profoundly when placed in spaces that feel authentic and lived-in.

Editorial, Editorial, Lifestyle, Lifestyle, Cinematic, Cinematic, Editorial, Lifestyle, Cinematic

Natural light

Luxury Fashion Houses, Fashion