In Paris, AMI debuted its recent campaign for the Spring/Summer 24 season. Shot inside a Parisian studio by Luis Alberto Rodriguez, the campaign exudes a film-like presence. The campaign brings forward key parts of the brand’s ethos: friendship portrayed by a close-knit group, inclusiveness, and overall values that are rooted in the philosophy of AMI.

Viewers can feel the build of suspense and intrigue – the mood heightens as we watch the group of friends move from different spaces with one another, revealing sequence-like scenes. The collection is reflective of the campaign setting, as the overall identity is to showcase a wardrobe that establishes strength and through the 90’s minimalism and silhouettes that are close to the brand’s essential core.