The recent campaign with Whoopi Goldberg – a very stylish and downright gorgeous one, we should add – and the new pre-Christmas campaign with perfect styles kept in gold, ecru and chocolate brown got the whole world talking about Ami again. Is Ami Paris a luxury brand? Is Ami Paaris recognizable? By all means! Excellent designs and a recognizable logo, a well-regarded collection for 2025 presented in Paris make Ami one of the most rapidly growing fashion brands. What sets it apart?
Is Ami Paris a luxury brand?
Ami Paris, or rather Ami is a brand that is the essence of what we define as Parisian style. People often talk about style or trends from the fashion capital. In the case of France, it is Ami Paris is often cited as a pillar and determinant of what we understand by fashion from the streets of Paris. However, is Ami Paris a luxury brand? Do clothes and accessories with the Ami logo count as luxury products?
Much is given by the quality of workmanship and the brand’s presence on the world’s catwalks. And from the catwalks, the styles and sets can easily be transferred to the subway route to work or going out with friends. The streetwear element is clearly visible here. This makes Ami Paris a luxury brand that is also distinguished by its comfort and practicality.
History of the brand and logo
The story of the AMI Paris brand is a tale of love for fashion, passion for Paris and the desire to create something that brings people together. Its founder, Alexandre Mattiussi, born in Normandy, gained experience in the most prestigious fashion houses. He practiced in Dior Homme, Givenchy and Marc Jacobs are an exceptional port folio. However, at some point he felt that he wanted to design clothes different from those on the catwalks: real, comfortable and accessible. At the same time, he wanted to maintain elegance, luxury and chic. In 2010, AMI was founded, and Paris – the city where nonchalance meets sophistication – became its natural cradle. Can you imagine a better foundation for a brand that balances casual and elegant?
What does Ami Paris stand for?
The name “AMI” is not only Mattiussi’s initials, but also the French word for “friend.” The name perfectly reflects the brand’s philosophy: closeness, authenticity and friendly, unpretentious style. The heart symbol above the letter “A” – the logo known as “AMI de Cœur” – has its own history. It was inspired by Mattiussi’s habit of drawing a similar symbol next to his signature while playing cards with friends. Today, the logo is one of the most recognizable elements of the AMI collection. It adorns wool sweaters, sweatshirts or hats. It has become a universal symbol of Parisian elegance with a touch of warmth and carefreeness.
Since the opening of the first boutique space in 2012 on the rue de Grenelle in Paris, AMI is expanding worldwide, winning the hearts of customers from New York to Tokyo. The brand is not afraid to experiment, from collaborations with Moncler or K-Way to unisex collections and “L’Homme pour la Femme.” And all this in the spirit of friendly luxury. After all, fashion, according to Mattiussi, should not only be beautiful, but also close to people.
Ami Holiday 2024 latest campaign, Christmas sweaters and spots with Whoopi Goldberg
AMI Paris proves once again that fashion is more than clothes. It’s a story, an emotion and the power of a message. In the Holiday 2024 campaign, the brand introduces us to a world of elegance with a touch of warmth, presenting a capsule closet in shades of beige, gold, ecru and chocolate brown. The design area is dominated by elegant check.
Fleecy sweaters, thick skirts and subtle, sophisticated cuts create a collection perfect for winter days. The essence of Parisian style is visible in these proposals – classics meet nonchalance, and the whole is wrapped in festive aura.
Ami&Whoopi
But that’s not all. AMI Paris did something rare in the fashion world – it invited cultural icon Whoopi Goldberg as the face of its Fall/Winter 2024 campaign. This is not only a bold move, but also a masterful one. The actress, known for her original style, in a series of black-and-white photos by Rahim Fortune, shows off ensembles that perfectly combine masculine and feminine elements – from a sleek herringbone suit to a blouse with a sash collar, which in close-ups show her warmth and charisma. In one of the shots, Goldberg wears the iconic AMI 75001 sunglasses, a gesture that underscores the brand’s timeless elegance.
Whoopi Goldberg’s choice is a nod to authenticity and inclusivity. The actress, producer and singer has been inspiring for decades with her boldness and unconventional style. Her presence in the AMI campaign shows that fashion knows no limits or age. It’s a story about the power of personality and how clothes can be an extension of our story. The AMI campaign with Whoopi Goldberg is more than a photo shoot – it is an inspiration on many levels.
One is left to ask not only whether Ami Paris is a luxury brand, but also whether it has a chance to redefine luxury? Or is it already doing so?
Ami Spring/Summer 2025 collection – is Ami Paris a luxury brand?
Holiday 2025 and Ami& Woopi are happening now. And what about the brand in 2025? Ami Paris Collection spring/summer 2025 is a true tribute to nonchalant Parisian style. The brand redefines the concept of luxury again. It boldly combines it with everyday life. Alexandre Mattiussi, inspired by the elegance of the streets of Paris, introduces into his collection elements that can be called true 21st century luxury – simplicity, comfort and timeless aesthetics. “It’s not about fashion, it’s not about hype – it’s about dressing people in a way that makes them happy,” says the designer. And that’s what the whole philosophy of the collection is based on. Clothes that can be worn for a spontaneous meeting, but that will look classy all day long.
Spring/summer 2025 collection under a magnifying glass
Mattiussi’s collection goes back to basics – the classic white shirt, jeans, relaxed cuts that delight in simplicity and comfort. This is the charm of Parisian elegance in its purest form. Casual blazers, trench coats, light coats with flirty slits in the back that add a touch of finesse to any ensemble. Among the trends, one can see a return to casual fashion, with some elements of classics – such as plaid, transparent dresses and airy skirts that have a Parisian sensuality about them. The collection’s color scheme is subdued, based on white, beige, black, deep yet muted hues of green and burgundy and pastels. Colors at once subtle and sophisticated.
Ami Paris Collection at spring/summer 2025 is a redefinition of luxury. It’s not about expensive fabrics and exaggerated elegance, but about clothes that make you feel comfortable in your own skin. Mattiussi proves that true luxury is about feeling comfortable and confident. Without unnecessary bloat. It’s fashion that combines high quality with street style, creating a cohesive vision of modern elegance.
Luxury News Editor
Joanna Baran
Source: amiparis.com, kendam.com
Company: Ami
