Ami to host physical co-ed show at upcoming paris fashion week

by Stephen Garner
Alexandre Mattiussi / Copyright Luc Braquet

AMI will unveil its spring/summer ‘21 collection during the next Paris Women’s Fashion Week in late September. The Parisian brand, renowned for its relaxed and friendly approach to fashion, will host a co-ed show featuring looks from its men’s and women’s collections. This will be the first time AMI goes down the runway as part of the women’s calendar.

“The runway is a dynamic and immersive experience, that we share with our partners, customers, and audience through anticipation, raw emotions, and interaction,” said Alexandre Mattiussi, founder and creative director of AMI.  “The creative energy it generates is essential for my team and myself. Presenting during the Paris Women’s Fashion Week comes from my desire to privilege a physical show rather than a digital one this season, as nothing carries the emotion like a show in public. I truly feel that, in this period more than ever, we are in need of human connection.”

Runway looks from the AMI fall/winter 2020 show in Paris

This decision comes from AMI’s effort to adapt to the recent changes of circumstances, becoming an opportunity for the brand to promote and develop the growth of its women’s line two years after it launched the category to complement its menswear offer.

This presentation on the runway will also feature a number of parallel, digital actions, keeping up with AMI’s tradition of hybrid shows.