Ami Fall 2025 Ad Campaign | The Impression

Review of Ami Fall 2025 Ad Campaign by Creative Director & Photographer Sofiane Lahcen with models Elvis Candy-Radovanovic, Famke van Hasselt

Ami steps into Pre-Fall 2025 with a pared-down campaign that whispers rather than shouts, yet still manages to leave an impression. Shot and art-directed by Sofiane Lahcen, with models Elvis Candy-Radovanovic and Famke van Hasselt fronting the imagery, the campaign situates itself in that sweet spot between ease and intrigue — a study in youthful elegance with a subtle edge. It’s an understated gesture, yes, but one that still manages to speak volumes.

The imagery feels cinematic in its restraint: portraits stripped of excess, compositions leaning into simplicity, and an atmosphere that hovers somewhere between innocence and quiet defiance. One image, in particular, lingers — the models biting into the same apple, a visual echo of youthful intimacy and rebellion. It carries a whisper of cinematic reference (think Luca Guadagnino’s Call Me by Your Name and its infamous peach), but Ami’s version softens the provocation, rendering it more poetic than scandalous. The result is a mood of shared secrecy, of modern tenderness dressed in minimal tailoring.

This balance of softness and rebellion suits Ami’s DNA. The brand, under Alexandre Mattiussi’s vision, has long been about democratizing French chic — making it feel lived-in, approachable, and tinged with emotional resonance. Lahcen’s photographic style translates that ethos faithfully here. There’s no bombast, no visual clutter, just the clarity of youth captured in passing moments. That said, one might argue the campaign edges on being too restrained — the simplicity is beautiful, but leaves space where Ami could have pushed narrative tension or deeper storytelling. A whisper, after all, risks getting lost in a room full of louder voices.

Still, there’s merit in a brand choosing restraint over spectacle. In an era of campaigns straining for viral theatrics, Ami’s quiet confidence is refreshing. The clothes breathe, the mood lingers, and the models embody a kind of generational cool that doesn’t need overstatement. Sometimes, rebellion is best conveyed not with a roar, but with the simple sharing of an apple.

In this way, Ami reminds us of fashion’s quieter power — its ability to capture fleeting human connection, to suggest a story without dictating it. Perhaps Pre-Fall doesn’t need grandeur; it needs precisely this: youth, a hint of subversion, and the elegance of simplicity.