Ami

Apr 2025

The Spring 2025 campaign for luxury fashion house Ami masterfully blurs the boundary between high-end editorial and conceptual artistry, grounding the collection in a narrative that feels both sophisticated and intellectual. Under the creative direction of Alexandre Mattiussi, the imagery centers on actress Sarah Paulson, whose poised presence anchors the surreal interplay of fashion and literary motifs. Photographer Szilveszter Makó utilizes a striking low-key chiaroscuro technique throughout the series, creating a dramatic tension between light and shadow that elevates the tactile qualities of the garments. The project leans into a cinematic aesthetic, featuring bespoke illustrated book stacks that juxtapose realistic portraiture against graphic, sketch-like elements to underscore the brand's unique design vocabulary. Whether capturing Paulson in sharp, tailored blazers or presenting structured trench coats through precise studio strobe lighting, the campaign maintains a consistent, minimalist visual language. This editorial approach ensures the focus remains on the silhouette and craftsmanship of the pieces, turning a standard seasonal showcase into an evocative exploration of style. By weaving these illustrative flourishes into the commercial framework, the campaign successfully communicates a brand identity that values thoughtful, artistic narrative as much as its core luxury fashion credentials, resulting in a cohesive vision for the upcoming season.

Editorial

Low-key / chiaroscuro

Luxury Fashion Houses, Fashion