Ami Holiday 2023 Ad Campaign

Review of Ami Holiday 2023 Ad Campaign by Photographer Daniel Archer with models Lena Bystrova, Majda John Peter, Ridzman Zidaine

Ami embraces the silver chill of winter with the new campaign for its Holiday 2023 capsule collection, lensed by photographer Daniel Archer.

The special winter capsule finds warmth among the ice and snow of winter, executing voluminous cozy classics with a color palette of white and silver. Archer’s campaign imagery takes a similarly neutral approach that nonetheless exudes a feeling of comfort, capturing his striking models in solo and group compositions before a cloudy gray backdrop.

Also releasing alongside the capsule is a unique digital activation from Ami. The digital experience offers the opportunity to acquire a Mystery Box, the owners of which will receive a special gift — either an iconic Ami piece or an exceptional rendez-vous: two seats at the January 2024 AMI fashion show in Paris, a shopping session at an AMI boutique, or an exclusive conversation with Alexandre Mattiussi. Mystery Box holders also get exclusive access to two private sales in the new year. It’s a fun way to give megafans of the brand a new opportunity to embrace the joyful mystery of gift giving during the holidays.

At once icy and warm, the campaign is a focused statement of Ami’s take on the holidays that brings good tidings of comfort and joy.