Parisian luxury label AMI unveils its Spring-Summer 2025 campaign among the historic stones of Place des Victoiresand Place des Petits Pères. Through the contemplative lens of American photographer Rahim Fortune, returning after his acclaimed AMI campaign featuring Whoopi Goldberg, the new campaign captures authentic moments among the City of Light's iconic boulevards. Fortune's naturalistic approach captures models Iselin Steiro, Junyeong Baek, and Aker Ajak against the city's limestone facades and wrought-iron details, each frame a study in unstudied elegance.
Alexandre Mattiussi's latest collection moves effortlessly between sharp trench coats and softly constructed bermuda shorts, while baggy denim and generously proportioned collar details add contemporary fluidity to classic shapes. The collection's palette draws from a sophisticated urban spectrum – curry tones warm like late afternoon light on Haussmanian buildings, havana hues echo the patina of well-worn leather, and touches of lipstick red punctuate the predominantly neutral canvas. Materials are chosen for their lightness and movement: cotton, poplin, and summer-weight wool create a harmony of textures.
Notably, the campaign provides the first glimpse of the Carrousel bag, AMI's latest leather goods offering set to launch in early 2025. The bag's clean lines and practical design philosophy introduce new ways to appreciate understated luxury.
This campaign reinforces AMI's position as a brand that understands the subtle art of Parisian style as a lived experience. The collection and campaign together present a vision of contemporary French fashion that feels both aspirational and deeply grounded in the realities of city life.
The complete Spring-Summer 25 collection will be available at amiparis.com and AMI boutiques worldwide.
