Much to the delight of fashionistas and style enthusiasts in the country, Ami Paris opens its first store in Indonesia, in collaboration with Time International. Located at the Central Jakarta high-end shopping mall, Plaza Senayan, the 90-square metre boutique expands Ami Paris’ presence in Southeast Asia.
Adopting a fresh and sleek interior, the store exudes simple elegance with elements such as Euville stone and natural oak wood, as well as shades of beige lime and champagne gold. The asymmetrical space, complete with the signature striped parquet floor, takes inspiration from the design of the Maison’s Paris flagship. With mirror accents throughout the premises, the new boutique offers the breadth of the brand’s collections such as the latest in menswear, womenswear, and accessories.
Included in the offerings in-store are the brand’s Fall/Winter 2025 pieces which were recently launched with a striking main campaign that captures authentic and heartfelt moments. Celebrating the enduring spirit of friendship and diversity, the series of Parisian portraits highlight an eclectic group of individuals in their everyday settings.
With its light and ethereal mood, Portraits D’ami reflects on and celebrates what truly matters: the joy of being. This spirit is brought to life through luminous, authentic portraits of people from all walks of life, photographed in intimate, everyday settings that seemingly convey both personal and collective stories.
Shot by two photographers, Angelo Pennetta and Hedi Stanton, with the complementary vision of the brand’s founder Alexandre Mattiussi, the campaign unfolds as a beautiful visual dialogue. Captured in Paris, the scenes range from private apartments to the city’s lively streets. Its many protagonists are everyday individuals, street-cast and immortalised in the simple yet powerful moments of their daily lives. The overall style has a documentary vibe to it, with a gentle and sincere take that leaves space for emotions, personalities, and the beauty found in ordinary life.
The whole collection celebrates everyday elegance, blending casual sophistication with an authentic, real wardrobe designed for both men and women. It’s an effortless attitude that prioritises comfort while never letting go of natural refinement. Generous shapes and slightly oversized volumes bring ease and freedom to the silhouette, while raw-cut finishes add an artisanal, lived-in character that feels intimate and human.
There’s also a sense of understated luxury running throughout, where timeless tailoring meets relaxed proportions, creating pieces that transition seamlessly from day to night. Each garment feels grounded in reality yet elevated in spirit, striking a balance between style and substance, individuality, and togetherness.
Iconic pieces include oversized coats and crisp poplin shirts, embodying a carefree and effortlessly chic spirit. There’s also a striped oversized shirt in white and red, a long black trench coat worn under a grey polo, and an understated dark green suit worn sans shirt but paired with a fluid skirt that echoes modern and effortlessly chic style. Each with it a mix of emotions and attitude that defines the collection’s understated elegance.
Renowned for its meticulous craftsmanship, tailoring now embraces a relaxed approach, moving away from rigid norms, with pieces paired with flat shoes and supple trainers to create a laid-back yet refined look suitable for everyday wear. The 2025 campaign presents
a rich palette that blends soft pastels, warm neutrals, and deep charcoal tones, elevated by luxurious textures such as shearling, satin, flannel, and poplin. This elegant display of carefully chosen materials, seamlessly woven into the brand’s Fall/Winter colour story, reaffirms that Ami Paris is not only about luxury but also about offering comfort, elegance, and timeless pieces to be treasured.
The new campaign also features several handbags, including a structured, medium-sized
black leather piece with a sleek rectangular silhouette. Designed with a short top handle and subtle metallic hardware, it strikes the perfect balance between understated elegance and timeless utility. When paired alongside the oversized and fluid tailoring, this Ami Paris eye candy adds a sharp, polished touch that anchors the relaxed proportions with quiet sophistication.
