AMI Alexandre Mattiussi, the celebrated Parisian brand known for its chic aesthetic, has unveiled its captivating campaign for the Spring/Summer 2024 season. Shot within the confines of a Parisian studio by talented photographer Luis Alberto Rodriguez, the campaign has an unmistakable cinematic aura. It skillfully highlights the core elements of the brand’s philosophy: the power of friendship, as portrayed by a close-knit group, and the importance of inclusivity. These values are deeply rooted in the essence of AMI.
The artistic direction of the campaign is inspired by the distinctive styles of acclaimed filmmakers David Lynch and David Cronenberg. This creative choice adds an extra layer of depth and intrigue to the visuals, inviting the viewer to immerse themselves in the enigmatic world that AMI Alexandre Mattiussi has meticulously created for this season.
The campaign features an all-star cast of models including Julia Nobis, Selena Forrest, Apolline Rocco-Fohrer, Saul Symon, Sang Woo Kim and Zaram Obasi. Their presence celebrates individuality while demonstrating the strength of their collective spirit. The models’ solemn expressions are juxtaposed with the undeniable connection they share, creating a quiet narrative as powerful as the gowns they gracefully don.
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With the Spring/Summer 2024 collection, AMI continues to evolve its identity under the visionary direction of Creative director Alexandre Mattiussi. The collection seamlessly blends the brand’s signature minimalism with the bold audacity of the ’90s, resulting in a wardrobe that is both grounded in reality and aspirational in its appeal. The designs achieve sartorial harmony by balancing sharply tailored lines with fluid silhouettes.
The AMI aesthetic is precise yet uninhibited, embracing the body and its movement through a range of unisex offerings that challenge and redefine traditional gender norms. Men’s styles evolve with deliberate refinement, while women’s pieces exude a sensual confidence that reflects a nuanced understanding of modern femininity and masculinity.
A standout feature of the collection is the accessories, particularly the miniature bags and pieces adorned in captivating metallic hues.
Stylist Carlos Nazario masterfully coordinates the campaign’s looks, while Benjamin Muller’s sleek hairstyles and Adrien Pinault’s understated make-up artistry perfectly complement the collection’s inherent elegance.
Read more: Desigual x Christian Lacroix Spring/Summer 2024: A collaboration in motion
