Ami "Portraits D'ami" Fall 2025 Ad Campaign

Review of Ami “Portraits D’ami” Fall 2025 Ad Campaign by Director George Beattie and Photographers Angelo Pennetta and Hedi Stanton

For Fall 2025, Ami by Alexandre Mattiussi brings its lens home — not to a grand Parisian landmark, but to the quiet, lived-in corners where life actually unfolds. Titled “Portraits d’Ami,” the campaign trades star power for sincerity, spotlighting 26 real Parisians in their personal worlds: sitting by a window with a book, strolling through the city, or sharing a soft smile with the camera as if mid-thought. It’s Ami in its purest form — ami as friend, as muse, as mirror.

Shot with natural light and an unforced intimacy, the imagery captures that signature Ami ease — the feeling of being well-dressed without ever trying too hard. There’s a democratic softness to it, a warmth that exists in contrast to fashion’s usual performative gloss. The casting feels authentic not because of any studied diversity but because each subject seems genuinely at ease, inhabiting their clothes as part of their day, not their image.

The campaign’s press copy mirrors this tone, painting mini-biographies of each subject — Marie France, the reflective cinephile; Amandine, the wanderer; Samory, the law student with a gamer’s heart. Each vignette reads like a quiet love letter to individuality, celebrating personal rhythms over personas. Rather than exaggerating aspiration, Ami finds poetry in the familiar: a wrinkled bedsheet, a stack of books, the glow of late afternoon light across a tiled kitchen wall.

Visually, the palette leans toward timeless Parisian neutrals — slate gray, camel, denim, and sky blue — grounding the collection in an atmosphere of calm sophistication. Oversized tailoring and fluid shirting carry the brand’s signature sense of proportion: unpretentious yet elevated, precise yet approachable. There’s a cinematic nostalgia here too, reminiscent of French New Wave interiors and the effortless nonchalance of the Left Bank.

Where other brands chase spectacle, Mattiussi continues to refine a very different formula — one built on human connection and gentle observation. Ami’s fall imagery doesn’t shout for attention; it lingers, like the memory of a conversation that meant more than you realized at the time.

Portraits d’Ami reminds us that fashion’s truest luxury isn’t rarity or grandeur — it’s recognition. In these quiet glimpses of everyday life, Ami finds its essence: clothes that don’t demand to be seen, but feel seen when worn.