Providing us with Parisian prowess since 2011, French style heroes AMI Paris offer men’s and womenswear for a contemporary lifestyle. From their signature De Coeur knitted jumpers to relaxed Cuban collar shirts, AMI clothing gives us the perfect balance of formal and casual cool. Here’s everything you need to know about the cult brand and it’s story…
#1 What does AMI mean?
AMI are the initials of Alexandre Mattiussi’s name and the French translation for ‘friend’. AMI’s brand values focus on its friendly, authentic and nonchalant nature. Designed for everyone, AMI men’s and womenswear collections are designed for laid-back, no-fuss, quality, casual style.
#2 The history of AMI
Founded almost a decade ago, AMI is the brainchild of Alexandre Mattiussi. French-born and bred; Alexandre started an earlier form of the company in 2002. However shortly closed the business reopening later in 2011 after some years of working at Dior Homme, Marc Jacobs and Givenchy.
In 2017 AMI’s instantly recognisable De Coeur logo became the new brand signature, featured across the range but mostly recognisably by the oversized knits. Fast forward a year to January 2018 and AMI shows its first ever ‘ Menswear for Women’ collection during their AW18 show, comprising of men’s looks adapted and adjusted for the female clientele – a big move for the brand.
Photo credit: Vogue Runway
#3 Alexandre Mattiussi
Born in Normandy in 1980, Alexandre Mattiussi always had a love of fashion, studying fashion and design in France and later specialising in menswear. He worked for big players in the luxury landscape such as Givenchy and Marc Jacobs until deciding to take on his own fashion venture in the form of AMI. When creating the ethos behind the brand, being attainable for every type of man was the priority, from the man you see on the street to your best friend.
I try to make clothes for life – good-quality clothes with good proportions.
Alexandre had a clear vision: real clothes for real people and to make luxury fashion accessible. He is renowned for his very humble and genuine approach to fashion. After only being an established brand for two years, in 2013 AMI Paris was the first brand to win the prestigious Andam award. Winning two years of mentoring by Italian fashion entrepreneur Renzo Rosso, as well as a cash prize of 250,000 euros.