The city of light is not treated as a postcard image at Ami Paris, but as a place people actually live in. For Spring/Summer 2026, the brand returns to Place des Victoires, just steps from its headquarters, grounding the campaign in a setting that is part of its daily reality.
For Alexandre Mattiussi, this choice is instinctive. The neighbourhood is familiar—he knows the streets, the cafés, the people passing by—and that closeness continues to shape the way the brand presents itself. Entering its second decade, Ami Paris offers something rare: clothes that slip naturally into the everyday. It is, in essence, the Paris everyone carries with them.
Shot by Anthony Seklaoui, the campaign unfolds like a series of stolen glances. Bathed in a warm, golden-hour glow, each frame exudes a cinematic softness, with a slight blur that suggests movement. Models walk, turn, or pause mid-step, as if caught in passing. The casting includes an effortless blend of professional models and street-cast individuals and further dissolves the boundary between fashion and the world beyond.
Tailoring remains the foundation, but it is handled with ease. Double-breasted blazers hold their shape without stiffness. Suits appear in a soft sage green, offering a shift from standard tones without feeling overstated. Outerwear introduces a more functional layer, with windbreakers and overjackets that respond to the city’s capricious weather while maintaining a clean, architectural simplicity.
Sage runs through key pieces, while a light pastel yellow adds contrast in shirts, knits, and layered looks. Balanced with charcoal, beige, and other neutrals, keeping the palette grounded. The wardrobe is indeed not built for a single moment, but for continuity, breathing alongside moods and settings.
Equally essential is the dialogue between tailored and casual elements, a signature that Ami Paris continues to refine. Argyle knits lend a touch of nostalgia, while wide-leg denim and easy shorts introduce a chic nonchalance. There is a deliberate fluidity in how these pieces are styled and materialised, allowing movement without losing structure.
No detail is overlooked. The Carrousel bag returns in updated versions, including smaller formats and new colourways, while keeping its recognisable shape. The Mirage sneaker underscores the brand’s affinity for understated sportiness. Styled with socks carrying the Ami de Cœur emblem, these details are present but not dominant, reinforcing the brand’s identity without relying on it.
Although the campaign stands on its own, it connects directly to the show, which took place in the same square. Guests were seated around the central monument at Place des Victoires as the sky grew heavier, hinting at rain.
As the strains of Boléro built in intensity, models entered one by one, gradually filling the space before pausing at its peak. The progression was both methodical and emotional, culminating in a moment of stillness before giving way to the swell of La Foule—a fitting tribute to the spirit of Paris itself. Even as storm clouds lingered overhead, the atmosphere was charged with anticipation and exhilaration.
In many ways, this collection distills everything Ami Paris has come to represent: a house grounded in reality yet elevated by intention, where elegance is discovered in the everyday. It is a celebration of community, of place, and of the subtle beauty found in routine. As the brand moves forward, its commitment remains unchanged: to create clothing that resonates not only with how people want to look, but with how they live.
