Ami Summer 2024 Ad Campaign


Summer 2024 Ad Campaign

Review of Ami Summer 2024 Ad Campaign by Creative Director Alexandre Mattiussi and Photographer Vitali Gelwich with model Olivia Dean

Ami celebrates the multifaceted modes of an artistic persona with the latest campaign for its Spring 2024 collection. The campaign centers around the star-worthy persona of singer Olivia Dean, who is captured by photographer Vitali Gelwich.

A rising neo-soul artist who burst onto the scene with the May 2023 release of her debut album Messy, Olivia Dean is currently touring Europe after performing at Coachella for the first time earlier this year.

Leaning into this spirit of musical celebration, the styling balances the spirit of a cool-girl summer party wardrobe with sleek and subtly sensual sophistication. Meanwhile, the photographic perspective and minimal yet intentional set design balance classic elegance with the buzzy anticipation of getting ready for a performance backstage.

The campaign feels like a unique joining of creative worlds, marrying the musical presence of an exciting new artist with Ami’s consistent spirit of elevated yet welcoming Parisian polish. The brand has a unique and organic approach to building out its family of collaborators, and this new chapter evolves that practice in fresh new directions.

Ami Creative Director | Alexandre Mattiussi
Photographer | Vitali Gelwich
Model | Olivia Dean