The Ami Paris Spring 2025 ad campaign serves as a masterclass in modern luxury fashion, seamlessly blending the brand’s quintessential Parisian DNA with a raw, documentary-style approach. Captured through the lens of photographer and director Rahim Fortune, the series leans into a grounded, narrative-driven aesthetic that feels both candid and meticulously curated. Art director Jonathan Ferrari orchestrates a visual language defined by textural depth, utilizing the gritty facades and ornate stone architecture of city streets to ground the collection’s refined silhouettes. Stylist Carlos Nazario bridges the gap between classic tailoring and contemporary lifestyle ease, pairing structured trench coats and plaid blazers with relaxed denim and knitwear. The result is a body of work that channels a cinematic quality, heightened by the strategic use of analogue film techniques and 35mm film grain, which adds a tactile, nostalgic layer to the high-fashion imagery. Featuring a diverse ensemble of models, including Aker Ajak, Iselin Steiro, and Junyeong Baek, the campaign emphasizes movement and natural light, eschewing studio artifice for a more authentic, sunlight-drenched portraiture. By focusing on the interplay between deep olive tones, cream palettes, and weathered urban backdrops, the project offers a sophisticated vision of contemporary life. With the expert hair styling of Benjamin Muller providing the finishing touch, the campaign successfully elevates everyday street style into an editorial statement that feels timeless and deeply rooted in the Ami Alexandre Mattiussi design ethos.
