"ami means dude in French and the philosophy of it, from the beginning, is to have an authentic and friendly approach to fashion, ”explains the designer. Alexandre Mattiussi, founder and creative director of ami paris, that after going through different fashion firms of the stature of Dior Homme, Marc Jacobs and Givenchy He decided to found his own.
"One day I woke up wanting to create something of my own, and that's how Ami was born: a wardrobe for dress my friends and the Parisians I saw every day in the streets on the way to work” , he goes on to say him.
Eleven years later, Ami has become a reference brand in which the limits between casual and chic are blurred and whose logo, 'Ami de Cœur', raises passions wherever it goes, So, in addition to having two boutiques in Paris, AMI has also conquered New York, London, Beijing and Shanghai , among other.
The Spring-Summer campaign of Ami Paris, filmed in the desert of Almería.
"I feel very fulfilled to see everything that has happened in recent years, the people I have met, the doors that have opened." Without going any further, a few months ago they celebrated its Fall-Winter 22 parade, held at the Palais Brongniart, whose cast included models like Dove and Sage Elsesser even iconic names like Laetitia Casta, Kirsten Owen, Mariacarla Boscono, and Emily Ratajkowski.
“My deepest wish for Autumn-Winter 22 was to embrace Ami's roots and revive and reinterpret the spirit fashion-for-all from our beginnings,” he comments.
He states that to create the collection, he was very inspired by “ the fascinating mix of styles and people you see every day on the subway : this is a perfect place to observe, feel the social and cultural diversity of the city, experience the spirit of the times and see how trends develop.”
“I like to think of it as an urban ballet, where everyone, regardless of their age, origin and social status, mingle and coexist in ephemeral and fortuitous encounters”, he adds.
Ami Paris's SS22 campaign, inspired by American independent cinema.
AMI DE COEUR
the monogram 'Friend of Heart' , literally translated as “Friend of Hearts”, is a capital A with a heart and has a very personal meaning for Alexandre Mattiussi.
As well as capturing the relaxed and friendly philosophy of the brand, the logo has its origins in the signature that Alexandre has been using at the end of the notes written to friends since his childhood.
Thus, 'Ami de Coeur' has become the unmistakable hallmark of the firm and we can see it on t-shirts, sweatshirts, knit jumpers, cardigans, shirts... garments worn by athletes such as Antoine Griezmann and Tristan Thompson and actresses like Camila Mendes and Juno Temple.
Beyond 'Ami de Coeur', with a more sporty and informal style, Alexandre Mattiussi's collections for Ami are characterized by including comfortable and light garments but at the same time elegant and chic.
'Ami de Cuore' wool sweater, by Ami Paris.
AMI'S SPRING
in his campaign Spring-Summer 2022 , Signed by Sam Rock in the Almeria desert, Ami Paris invites us to escape from reality with an inspiring road trip that is presented as “an ode to friendship and life”.
The campaign is inspired by the american independent film and it was filmed entirely with an analog camera: “a road trip with no specific destination, the search for a new frontier in the infinity of the desert and the horizon”.
The collection Spring-Summer 2022, titled I missed Belle, It's formed by semi-transparent blouses and dresses, shorts and wide-leg pants, trench coats and double-breasted blazers, 1980s-style sleeveless shirts and blazers; all of this sprinkled with a color palette based on black and gray and to which brushstrokes are added pink, green and yellow.
SS22 campaign by Ami Paris.
A WALK THROUGH PARIS
But let's go back to the French capital and let's ask Alexandre for his favorite addresses, those places to which he returns again and again, where he finds inspiration and which he recommends us to visit on our next trip to Paris.
“My favorite museum in Paris is the Bourdelle Museum. It is quite unknown by tourists, but it is really worth it!”, comments the designer. “I also love the Galerie Suzanne Tarasieve , Suzanne is an extraordinary gallerist who represents many of the great artists that I admire, such as the photographer Juergen Teller” , he adds.
For a picnic? “Without a doubt, the Parc des Buttes Chaumont , which has one of the most beautiful views of the city, especially of Montmartre and the Sacré-Coeur Basilica. I love having picnics with my friends here during the summer.”
SS22 campaign by Ami Paris.
For a special evening, “in the bistro restaurant Le Petit Celestin serving typical french food and delicious. In addition, the owners are charming”, Alexandre tells Condé Nast Traveler.
What if we want to have a good coffee crème? “Chez Jeanette It is my favorite terrace to drink coffee”, Alexander confesses.
The best way to end our parisian journey? visiting Ami's boutiques at 14 Rue d'Alger and 109 Boulevard Beaumarchais.
One last question before saying goodbye, because we are in the city of love... what is love for Alexandre Mattiussi? "For me, love is the best feeling in the world judgment.
“And I don't just mean romantic love, but also love for what you do, for your friends and for your family. Your maxim? "Guide decisions through love, always."
Alexandre Mattiussi, founder and creative director of Ami.
This report was published in the number 150 of the Condé Nast Traveler Magazine Spain. Subscribe to the printed edition (€18.00, annual subscription, by calling 902 53 55 57 or from our website). The April issue of Condé Nast Traveler is available in its digital version to enjoy on your preferred device.