For Fall 2025, Ami introduces “Portraits d’Ami,” a campaign that captures the spirit of Paris through intimate, human-driven storytelling. Conceived by founder and creative director Alexandre Mattiussi, the project comes to life through the dual perspectives of photographers Angelo Pennetta and Hedi Stanton, whose complementary styles balance candid realism with poetic atmosphere.
At its core, the campaign reflects Ami’s philosophy: fashion as an extension of real life—accessible, authentic, and grounded in community. By weaving together two photographic voices, the series embraces the multiplicity of perspectives that define contemporary Paris. Pennetta’s documentary lens preserves unguarded gestures and fleeting moments, while Stanton’s more atmospheric eye emphasizes mood, texture, and the intimacy of detail.
The narrative unfolds across a collection of portraits featuring twenty-four Parisians. These are not traditional models but individuals encountered in their everyday environments, embodying the diversity, character, and warmth of the city. For a moment, they become ambassadors of Ami’s values: inclusivity, sincerity, and a modern elegance shaped by life itself rather than staged ideals.
The wardrobe complements the story with a palette of earthy neutrals punctuated by deep red, forest green, and midnight blue—echoing the rhythm of autumn in Paris. Layered silhouettes, tactile textures, and versatile tailoring create looks designed to resonate both emotionally and practically, blurring the line between fashion and lived experience.
Explore the “Portraits d’Ami” Autumn 2025 campaign below.