By Fashion Editorial Staff
In Paris’s storied Marais, AMI has opened its latest boutique—not with fanfare, but with a quiet, heartfelt tribute to the neighborhood it now calls home. Located at 96 rue de Turenne, the 600-square-meter flagship—designed in collaboration with acclaimed architects Olivier Marty and Karl Fournier of Studio KO—houses both men’s and women’s ready-to-wear collections alongside a curated selection of accessories. But it’s beyond the boutique’s refined interiors where AMI’s ethos truly comes alive—on the streets, in the cafés, and throughout the daily rhythm of Le Marais.
From April 8th to 13th, AMI is transforming its presence into a multi-sensory celebration of local culture, partnering with four beloved neighborhood institutions to create a week-long activation that blurs the lines between fashion and community. At Le Progrès, the quintessential Parisian café-bistro, AMI’s signature stripes now adorn everything from awnings to coasters. Petite Île, a French-Taiwanese artisanal bakery, has wrapped its offerings in custom silk paper and dreamed up a limited-edition AMI-branded pain au chocolat. Even the neighborhood’s eco-conscious florist, O’Fleurs d’Églantine, and the vibrant greengrocer Le Jardin des Délices have been enveloped in AMI’s aesthetic through thoughtfully designed packaging and playful visual touches.
“The Marais has always been a major source of inspiration,” says founder Alexandre Mattiussi, whose connection to the area feels more emotional than commercial. That sentiment is captured in Chemin-Croisé, a limited-edition 64-page book by photographer Olivier Kervern featuring 30 black-and-white portraits and still lifes that pay quiet homage to the characters, corners, and textures of the district.
In a charming twist, AMI also created L’AMI du quartier, an illustrated interactive map by Emilie Ettori that invites participants to spot nine hidden characters scattered throughout Le Marais—a nod to both discovery and play, underscored by the brand’s name itself (AMI meaning “friend” in French). It’s this subtle wit and warmth that sets the initiative apart.
The week culminates in a photo exhibition at the Yvon Lambert bookshop, where Kervern’s evocative portraits will be on display and available for purchase from April 12th to 20th.
In a fashion landscape often defined by spectacle, AMI offers something quieter—and arguably more radical. Instead of imposing its identity, the brand chooses to blend into the neighborhood’s fabric. It listens. It observes. And then it participates—with humility and style.