Review of Ami Spring 2025 Ad Campaign by Creative Director Alexandre Mattiussi and Photographer Crista Leonard with models Nonso Ojukwu, Annemary Aderbridge, and Saul Symon
Ami presents a breezy, sun-dappled take on Parisian cool with the Spring 2025 campaign for its Blossom capsule collection. Shot by Crista Leonard at the Palais Galliera, the imagery leans into the easy elegance of spring with a casual, romantic sensibility. The location, a Renaissance-style fashion museum in Paris, lends gravitas to a campaign that otherwise reads like a gentle daydream—models lounging, strolling, or caught in pensive poses, bathed in golden-hour warmth.
The Blossom capsule itself explores the season through a nostalgic lens. Gingham checks in cherry red and butter yellow are applied across matching shirts and wide-leg trousers, while saturated florals bloom across skirts and shirts, invoking a retro picnic aesthetic. Paired with classic denim jackets, tailored layers, and oversized straw totes, the collection balances polish with ease. There’s an element of carefree optimism here—both in the styling and the campaign’s relaxed tone—that reflects the label’s perennial focus on real-world wearability rather than seasonal spectacle.
Ami doesn’t stray far from its well-worn formula, but the campaign succeeds in making the familiar feel desirable again. The storytelling remains rooted in quiet charm: a brand content to romanticize everyday life without shouting about it. For a collection titled “Blossom,” the mood lands as appropriately unfussy and gently in bloom.
Ami Creative Director | Alexandre Mattiussi
Photographer | Crista Leonard
Models | Nonso Ojukwu, Annemary Aderbridge, and Saul Symon
Location | Palais Galliera, Paris