Ami

Apr 2025

For the Ami Spring 2025 ad campaign, creative director Alexandre Mattiussi leans into the intersection of timeless architecture and contemporary style, capturing the collection against the stately, sun-drenched backdrop of the Palais Galliera in Paris. Through the lens of photographer Crista Leonard, the campaign embraces a sophisticated editorial minimalism, where the focus remains steadfast on the tactile qualities of the garments. The imagery features models Nonso Ojukwu, Annemary Aderbridge, and Saul Symon set against textured stone and neoclassical pillars, grounding the vibrant gingham patterns, oversized denim, and rich floral prints in a tangible reality. By utilizing soft, natural light and carefully measured golden hour illumination, Leonard highlights the interplay between smooth leather accessories, woven textures, and the rugged grey stone of the urban environment. This commercial series avoids unnecessary artifice, favoring a clean and cinematic approach that emphasizes seasonal versatility. The use of shallow depth of field invites the viewer into a quiet, contemplative space, allowing the juxtaposition of classic luxury fashion house codes with relaxed, lifestyle-oriented silhouettes to take center stage. Ultimately, the campaign reads as an authentic extension of the brand's identity, merging precise tailoring with an effortless, sun-drenched aesthetic that celebrates both the art of the portrait and the enduring allure of architectural design.

Editorial, Vertical, Commercial, Lifestyle

Natural light

Luxury Fashion Houses, Fashion