AMI Unveils a New Capsule Collection Inspired by Love

AMI gets into a lover mood and unveils an exclusive capsule dedicated to the quiet side of romance. Fronted by House Ambassador Zhou Yiran, the campaign trades spectacle for proximity, capturing intimacy through glances and stillness.

If you search “ami love” you’ll get a sense of just how serious the brand is about this. Love has been a recurring thread in AMI’s campaigns for years, a theme they keep circling back to rather than a one-off marketing angle. This capsule is just the newest addition to that long list.

The fourteen-piece drop spans ready-to-wear and accessories, built on one idea: closets are meant to be shared. Shirts, a shirt dress, a polo, tailored trousers, shorts, and a run of knitwear and tees move fluidly between men’s and women’s wear, designed to be swapped and re-worn by whoever reaches for them first.

Colour stays soft-spoken with crisp white lifted by burgundy and gold accents, while cotton, a cotton-wool knit blend, and brass jewelry keep the materials grounded. Sweetheart is now available in AMI Paris stores and on amiparis.com.

PHOTO CREDIT: Ami