On October 3rd, in Paris, AMI showed its men’s and women’s spring/summer ‘21 collection in an open-air location on Quai Henri IV, alongside the Seine river.
“Paris is AMI’s hometown and an essential part of its DNA,” said Alexandre Mattiussi, founder and creative director. “For SS21, I really wanted to put Paris in the spotlight, its beauty, its energy. Showing our collection by the Seine, the heart of Paris is somehow symbolic. I believe that a fashion show will always remain the most magical rendezvous to present a collection… and this one was a celebration of Paris and its inhabitants: a community in the largest sense, whom we wanted to involve in the show, among the models, in the audience. AMI is anchored in real life: I wanted to highlight the human need to be social, to meet and interact, with a message of hope.”
In a vibrant homage to the City of Lights, a black wooden runway was custom-built on the waterfront’s edge, with the audience watching the show in a boat facing the live runway, being able to enjoy a full AMI experience. (The brand noted that the material used to build the runway will be donated to different Parisian architecture schools.)
This marked the first time AMI presented its collections on the runway as part of the Paris Women’s Fashion Week, after historically being a part of the menswear’s calendar. This decision stemmed from a strong desire to stage a physical show this season, rather than a digital one.
“For AMI, as a brand and as a family, presenting a collection is always a decisive moment, the peak of a long, collective hard work,” added Nicolas Santi-Weil, CEO of AMI. “This show also marked a decisive moment for the fashion industry, as a business and as a community. Despite the current circumstances, we have made a positive decision to go ahead: we remain hopeful and optimistic, true to our values, while learning the lessons these times are teaching us.”
The brand’s spring/summer 21 collection reflects the quintessential laidback atmosphere of a summer in Paris. It celebrates the brand’s effortless elegance and lifts the spirits by acknowledging a desire for freshness and positivity. A thoughtful and balanced wardrobe, in which rational and utilitarian elements are paired with spontaneity and exuberant touches. Both menswear and womenswear feature a palette of serene and subtle colors like natural ecru, warm beige, pistachio, and lilac interacting with rich and fresher tones like emerald green and purple. Denim comes in a powerful variety of colors, from snow and raw indigo to stone black. Revisited in scale and color combination, the prints are a fun, delightful take on bourgeois motifs, including macro gingham checks and polka dots.
To honor both Paris and the occasion, AMI created an exclusive Ami de Cœur black hoodie, featuring a Paris embroidery. Each model wore the hoodie backstage before going on the runway, as did Alexandre Mattiussi when he stepped outside to thank the audience during the grand finale.
A See Now, Buy Now feature allowed viewers to watch the show online to buy the limited-edition piece on the brand’s website amiparis.com.
The brand also broadcast its show in Times Square on October 4th at 8pm on XXL screens located on the 7th Avenue at 43rd Street, in the heart of this New York landmark.
As a further activation, the show is taking over AMI’s website: for a week, starting October 5th, the homepage will be entirely dedicated to the occasion, to allow everyone to discover the collection and experience the atmosphere of the show. The see now buy now exclusive hoodie will be available for purchase during this period.