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Water, the core of AMI’s Spring-Summer 21 campaign, mirrors the setting and story of its latest show, staged on the riverbanks of the Seine in the heart of Paris, last October.

The main characters play their part in a minimalist, enigmatic and intimate atmosphere. The campaign’s shots, both in color and black-and-white, perpetuate the theme of a group performance, an ensemble cast. The set is also reminiscent of the universe of cinema, an endless source of inspiration for Alexandre Mattiussi, AMI’s founder and creative director.

Among the models, familiar faces of AMI’s chosen family, faithful talents who have collaborated with the brand over the last seasons: they embody and celebrate AMI’s long- standing values of friendship and equality, of love and inclusion.

Enhanced by the effortless elegance of the Spring-Summer 21 collection, the mood is modern, with playful, timeless hints. Its silhouettes, precise and pragmatic, feature archetypal references derived from the 70’s and 90’s.

Influenced by the aesthetic and visual codes of Richard Avedon and Irving Penn’s imageries, the campaign marks the third collaboration of AMI with photographer Michael Bailey-Gates.


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