AMI Paris Spring 2025 Ad Campaign

Review of AMI Paris Spring 2025 Ad Campaign by Creative Director Alexandre Mattiussi with Photographer Rahim Fortune with models Aker Ajak, Iselin Steiro, Junyeong Baek

AMI Paris paints a quintessential portrait of its home city with its new Spring 2025 campaign, shot and directed by Rahim Fortune.

Extending creative director Alexandre Mattiuissi’s vision of a timeless Parisian wardrobe, the campaign channels the heart and soul of the city’s iconic energy and the people who call it home. Fortune’s color shots weave together bright primaries and neutral tones against the city’s iconic architecture, while his black-and-white snaps offer a more nostalgic perspective on the collection’s details.

The accompanying short film offers a behind-the-scenes look of the campaign’s creation, a kind of self-referential exploration of the creative community at the heart of the brand. We see the models get in hair and makeup before heading down to the streets to strike a pose, while a soundtrack of classic soul-funk deepens the sense of spontaneous energy. Extending the narrative, the film also follows the characters on breaks or after the shoot, when they become just one of many individuals in an iconic tableau of a Parisian café.

The everyday art of Parisian chic is the heart of Ami. Classic and timeless but with a clever blurring of narrative boundaries, this latest campaign is one of the most direct expressions of that vision yet.