Review of Ami Spring 2024 Ad Campaign with Photographer Vitali Gelwich with talent Lou Doillon & Josef Ptacek
Ami exudes offhand elegance with its new Spring 2024 campaign by photographer Vitali Gelwich.
The campaign stars singer, actor, daughter of Jane Birkin, and icon of Parisian chic Lou Doillon. Across the portraits, this well-chosen star inhabits the personas of both performer and stylish everyday person. The set design takes a kind of deconstructionist approach to a theatrical fashion photoshoot, with a photography studio itself serving as the setting. Abstract set pieces like theater blocks and portrait backdrops create an effect that breaks down the surface of the fourth wall. Nonetheless, the shots are all elegantly poised, with the styling lending a spirit of nocturnal sparkle.
The campaign feels like a particularly on-the-nose example of Ami’s quest to capture and define a quintessential Parisian balance of fashion fantasy and organic, independent spontaneity. With layered compositions that are nonetheless direct and intimate, the campaign is a poised statement of this signature style.
Photographer | Vitali Gelwich
Models | Lou Doillon & Josef Ptacek