Review of Ami Fall 2024 Ad Campaign by Creative Director Alexandre Mattiussi and Photographer Vitali Gelwich with model Jihyo
Ami Paris debuts the first part of its Fall 2024 campaign starring Jihyo. The singer, a member of K-pop group TWICE, was captured by photographer and longtime collaborator of the brand Vitali Gelwich.
Jihyo brings effortless elegance to a tight curation of wardrobe essentials that exude the brand’s spirit of classic and warm Parisian chic. She poses in a whimsical and sophisticated interior space, with Toile de Jouy wallpaper, plush rugs, and an ornate settee standing as opulent signifiers of classic bourgeois charm. Nonetheless, her attitude is casually confident, and this spirit is perhaps no better signified than the portrait of her wearing a black evening dress with pockets.
The campaign nicely balances the presence and reach of an international megastar with Ami’s own established visual spirit, showcasing the range of personalities and style expressions contained in its simple vision of French sophistication.
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Ami Creative Director | Alexandre Mattiussi
Photographer | Vitali Gelwich
Model | Jihyo
Location | Paris