AMI DEBUTS FALL ‘21 CAMPAIGN

AMI celebrates its “f.AMI.ly” community in its new fall/winter ‘21 campaign shot by Luis Alberto Rodriguez, marking the first collaboration between the American photographer and the Parisian house.

Conveying a variety of feelings, each photo is an evocative portrait depicting a new chapter in the story of a close-knit group. The mood delicately echoes the spirit of AMI and its values of love, friendship, and inclusion. The campaign celebrates the need to be together and the infinite diversity of relationships and human connections – partners and lovers, chosen and biological families, acquaintances and best friends…

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Real people from various walks of life and with creative backgrounds – dancers, architects, and actresses – are cast as the main characters of the mostly black-and-white portraits. The gallery of images features a moving mother-and-son photograph of Alexandre Mattiussi, AMI’s founder and creative director, and his mother Chantal.

The overall attitude is collected, at times reflective. Inspiration draws from New York in the ‘90s, and the unique imagery of fashion catalogs of that era; AMI’s models stage similar interactions in candid poses, in a series of striking full-body shots.

The wardrobe, a central concept and the heart of AMI’s DNA, is reinterpreted with a similar, minimalistic ‘90s vibe – from oversize coats, chunky knits, and baggy jeans.