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·Spring 2025 Ad Campaign

Shirtless man seated on floor and woman standing in knit vest inside room with heavy curtains for Ami Paris Spring 2025 ad campaign.

Model with blonde hair wearing a red suit seated on a draped taupe fabric backdrop

Two models standing in a domestic hallway with pink paneled walls and patterned wallpaper for Ami Paris Spring 2025 campaign.

Model standing on a wooden staircase wearing a red suit jacket and matching pleated skirt.

A man and woman posing in a rustic kitchen interior for an Ami Paris ad campaign, captured by photographer Daniel Archer.

Three male models posing in tailored suits and blazers against a neutral studio backdrop for Ami Paris

Model wearing an off-white jacket and long red dress leaning against a wall in an interior room with a radio on the floor

Two men posing in a traditional interior, one seated in an armchair and the other standing beside him

Models in patterned coats standing in a room with a desk lamp in the foreground

Model with long dark hair wearing a plaid blazer and flared plaid skirt against a neutral background

Model leaning against a patterned wall wearing an oversized beige coat and blue trousers

Woman in oversized striped shirt seated on a white mantelpiece with a large mirror reflecting her figure

Model lying on patterned carpet wearing dark knit vest and light trousers for Ami Paris campaign

Model wearing a structured plaid cape and black skirt holding a dark leather handbag against a neutral studio backdrop

Two models wearing structured coats stand in a dimly lit hallway with panelled walls and warm sunlight casting diagonal beams across the floor.

Ami Paris Spring 2025 Ad Campaign 2025

About

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.