Buyer's Guide

Everything You Need to Know About AMI Paris

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.

AMI shop


#1 What does AMI mean?

The initials of Alexandre Mattiussi’s name as well as the French translation for friend, AMI’s brand values focus on their 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 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.  As the years passed, more and more stores opened, with AMI now available across the globe from Barneys in New York to a standalone AMI store in Tokyo.

AMI aw18

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 priority, from the man you see on the street to your best friend. Alexandre had a clear vision: real clothes for real people and to make luxury fashion accessible. 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 ensuring the growth of the brand.

Alexandre Mattiussi



Photo Credit Vogue Runway

#4 AMI Womenswear

In 2019 Alexandre Mattiussi launched his first ever womenswear line with accessibility at the forefront of the collection. The AW19 runway showcased a selection of outerwear and timeless knits featuring the De Coeur logo.

#5 AMI collaborations

Aa an established menswear brand in the luxury landscape, AMI has become a sought after brand for collaborations. The brand has teamed up with the likes of Moncler and EASTPAK to name a few on capsule collections, bringing AMI’s signature Parisian aesthetic into each partnership.


The coming together of AMI and Moncler is a French fashion fantasy. The long established heritage of Moncler’s performance-wear jackets teamed with the high end casual style of AMI makes for a winning combination. Offering a collection of jackets, sweaters, blazers and accessories, the first of AMI’s collaborations was to set the scene for the coming years.

AMI x Moncler



Aligning with Alexandre’s AW17 collection, AMI collaborates with EASTPAK for a collection of three bags. Taking inspiration from the designs in his runway shows the designs gave a contemporary edge to the urban and sportswear style of classic EASTPAK bags.

ami x eastpak



A busy season for Alexandre, in AW17 AMI also released their collaboration with iconic ready-to wear giant GAP. The collection was designed as part of the ‘Best Menswear Designers on the Planet’ program an initiative created by GQ. The collaboration brought together both brands signature aesthetic, with the sophisticated shapes of AMI and the basic essentials of GAP’s designs. The collection also saw the Ami de Coeur logo merged in with GAP’s logo.




Giving us all the feel good vibes, the AMI x SmileyWorld collaboration brings together the relaxed ethos of both brands and aims to quite literally put a smile on your face. The original inventor of the trademark yellow smiley face since the 70’s the partnership features a version of Alexandre’s red beanie. The collection includes a selection of best selling AMI staples all branded with the iconic Smiley face.

SmileyWorld campaign


AW18 – AMI x K-WAY

In the height of rainy season across Europe, what better time for AMI Paris to collaborate with the original inventor of the pac-a-mac?! Parisian brand K-WAY are the go-to brand for lightweight rainproof jackets, and the collaboration with AMI brings the perfect combination of functionality and style.  The six raincoats in the collection have an unmistakably vintage feel and a bold colour palette. The jackets feature a duel logo patch and can be packed away into a belt bag in seconds.

ami x k-way



Words by Emma Bowkett

Emma Bowkett

Emma Bowkett

Writer and expert