Review of AMI Alexandre Mattiussi Fall 2021 Ad Campaign by Photographer Luis Alberto Rodriguez
AMI shares a delicate new campaign for Fall 2021 by photographer Luis Alberto Rodriguez.
With its black-and-white directness and earnest simplicity, the campaign imagery recalls that of 90’s fashion catalogs. The 90’s New York inspiration is affirmed by the styling, which features a similar minimalistic feeling across oversize coats, chunky knits, and baggy jeans.
The subjects of the campaign to whom this aesthetic is applied are real people and friends of the maison. The combination makes for a quiet mood of introspection, warmth, and togetherness. One expecially moving portrait features creative director Alexandre Mattiussi and his mother Chantal.
Before turning to photography, Rodriguez performed professionally as a dancer for a decade and a half, and this experience is reflected in his portraiture. A keen sensibility for the sculptural expressiveness of the human form pervades the imagery, drawing out the nuances of body language and touch.
The campaign is another strong affirmation of the values of friendship, expression, and community at the heart of the brand (its name does mean “friend,” after all). With sincere and subtle portraits, the campaign captures the joy of togetherness and its connection to the expressive power of style.
AMI Creative Director | Alexandre Mattiussi
Photographer | Luis Alberto Rodriguez