AMI SS2021

Fashion Editor: Savannah Barthorpe
Photography: Alessandro Luccioni 

AMI Means friend in French and stands for a relaxed, authentic and friendly approach to Style. A label founded in Paris and inspired by Paris by Creative Director Alexandre Mattiussi.  Paris is AMI’s hometown and an integral part of its DNA. In a Vibrant homage to the City of Lights, AMI hosted its Spring Summer 2021 show on the River Seine’s quays one of the Parisian, authentic and urban settings in the heart of the city facing the IIle Saint Louis.

The show’s unique location allowed delighted passers-by, neighbours, curious and tourists to take part of the event. Picturesque public locations overlooking the embankment, including the nearby Pont de Sully, allowed the public to enjoy’ the show from a distance, and within the respect of the currently implemented covid-19 protocol.

This season AMI’s collection was inspired by the Parisian Summer reflecting the laidback atmosphere with quintessential sprit of elegance and desire of freshness and positivity. Both Menswear and Womenswear explore utilitarian and rational concepts with spontaneity and exuberant details to create a versatile capsule wardrobe.

It appears the key message of inclusivity was at heart of the show ‘Paris for all’ because Paris belongs to everyone who loves it. Hosting the show in a public location in the centre of the city was an opportunity to invite Parisians to be a part of the story.  Even the casting was a deliberate mix of both professional and amateur models. AMI organised a street casting on Social Media prior to the event, inviting local Parisians, regardless of their profession, to apply and get a chance to be featured in the show.