Ami

Jun 2024

The Ami Summer 2024 ad campaign masterfully distills the essence of contemporary luxury fashion through a series of striking, minimalist portraits that lean into editorial minimalism. Under the creative direction of Alexandre Mattiussi, the campaign finds its visual identity in a rigorous exploration of light, shadow, and tactile surface. Photographer Vitali Gelwich leverages a sophisticated interplay of techniques, alternating between the sharp, technical precision of studio strobe lighting and the soft, organic qualities of natural light to define the collection’s ribbed knit textures and sleek silhouettes. Featuring model Olivia Dean, the imagery channels a cinematic quality, with low-key, chiaroscuro lighting that carves the subjects out of monochromatic, dark backgrounds. Whether reclining on tufted leather or posed against stark, minimalist walls, the work emphasizes architectural construction and refined accessory details, such as the house’s signature logo hardware. Beyond the polished final portraits, the campaign offers a rare glimpse into its own mechanics, contrasting the raw, industrial reality of studio cables and heavy-duty gear with the final, serene results. By focusing on composition and the interplay of depth and form, the campaign succeeds as a definitive study in fashion photography, prioritizing a clean, sophisticated aesthetic that elevates the brand’s modern narrative without the need for unnecessary artifice or narrative clutter.

Editorial, Commercial

Natural light

Luxury Fashion Houses, Fashion