AMI Alexandre Mattiussi L’Accordéon Spring 2022 Ad Campaign

Review of AMI Alexandre Mattiussi L’Accordéon Spring 2022 Ad Campaign by Creative Director Alexandre Mattiussi with Photographer Ethan James Green with model Normani

Alexandre Mattiussi, AMI’s Founder and Creative Director, has joined forces with Normani: the American singer and dancer becomes the brand’s latest ambassador and plays muse to its Spring 22 signature bag L’Accordéon. A performer with an instinctive sense for entertainment, AMI thought her the perfect incarnation of her time and her global audience: thus , for Mattiussi,
She also embodies the classy modernity of the bag.

The campaign draws its inspiration from the expressive glamour of trailblazing women with a genuine sense of grace and showmanship, an ode to the likes of Josephine Baker. Strong and confident like them, Normani sets the atmosphere, showcasing L’Accordéon bag as the main character, alongside her performer meets Parisian inspired ensemble. In a series of black and white pictures, the performer gracefully poses in and outside a historical Californian movie studio. The campaign was shot in Los Angeles by American photographer Ethan James Green, in his first collaboration with AMI.