#Campaign – AMI celebrates the f.AMI.ly, its community, in its Fall-Winter 21 campaign shot by Luis Alberto Rodriguez, marking the first collaboration between the American photographer and dancer, and the Parisian house. Conveying a variety of feelings, each photo is an evocative portrait, a new chapter in the story of a close-knit group.
The mood delicately echoes the spirit of AMI and its values of love, friendship and inclusion. The campaign celebrates the need to be together, and an infinite diversity of relationships and human connections – partners and lovers, chosen and biological families, acquaintances and best friends…
Real people from various walks of life and with creative backgrounds -dancer, architects, actress- are casted as the main characters of the mostly black-and-white portraits. The gallery of images features a moving mother-and-son photograph of Alexandre Mattiussi, AMI’s founder and creative director, and his mother Chantal.
The overall attitude is collected, at times reflective. Inspiration draws from New York in the 90’s, and the unique imagery of fashion catalogs of that era; AMI’s models stage similar interactions in candid poses, in a series of striking full-body shots. The wardrobe, a central concept and the heart of AMI’s DNA, is reinterpreted with a similar, minimalistic, 90’s vibe – from oversize coats, chunky knits and baggy jeans.