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AMI Look to Love & Friendship for Spring/Summer 2024 Campaign

By February 27, 2024Fashion News

Love is in the Air.

Parisian outfit AMI opt for the cinematic for Spring/Summer 2024 as their latest campaign champions loving friendship and revisits some of their favourite themes.

Shot in a Parisian studio by Luis Alberto Rodriguez, this tasteful dose of campaign imagery brings in the laidback aura that the summer months exude as a cinematic stage is set for a close group of AMI friends to evolve in an elegant, yet enigmatic dream-like atmosphere. Putting love, friendship, and inclusiveness on top, this AMI effort sees a moody atmosphere reign supreme as protagonists are tied to one another through an overwhelming sense of togetherness, with the overall narrative seeing a group moving successively from a car to a motel, then to a bedroom, suggesting that something is to come. Facing it together, this David Lynch like setting allow us to come to our own conclusions about what is set to come or happen to these protagonists, encapsulating a sense of summer-like freedom and wonder.

The cast consist of Julia Nobis, Selena Forrest, Apolline Rocco Fohrer, Saul Symon, Sang Woo Kim and Zaram Obasi, whilst Creative Director Alexandre Mattiussi naturally leads the wardrobe of the campaign in quietly spectacular fashion, with new and refined AMI SS24′ pieces being inspired by the sleek minimalism of the 90s as the brand’s essentials are reinterpreted. Fluid silhouettes, sharp cuts, and unapologetic designs make their way across this unisex collection to translate a distinct sense of sensuality, with defined tailored efforts making their mark alongside sequinned dresses, tank tops, long coats, leather bags and more.

Check out the AMI Spring/Summer campaign below and shop the range now.

PHOTO CREDIT: AMI/Luis Alberto Rodriguez

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