5 Reasons for the Success of the AMI Paris Brand

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Dreaming of being a star dancer as a child, a disillusionment led Alexandre Mattiussi away from that world and onto the path he was destined for, that of fashion design. In just 12 years, the creator has established himself globally with his brand AMI Paris, which beautifully blends chic and casual styles. The pieces, featuring an iconic logo, have captivated both men’s and women’s wardrobes, thanks to their cuts that elevate everyday elegance. Here’s an analysis of a success story rooted in authenticity.

Alexandre Mattiussi, the dreamer and creative spirit behind AMI Paris

Of Italian origin and having spent his early years in Normandy, the creator recalls always having an affinity for art, performance, and creation. As a child, he entertained his family with performances, already spending hours crafting his stage costumes for his shows.

A passion for movement and dance led him to take classes at a young age, with support from his parents. Aspiring to join the Opéra Garnier, the competitive spirit during the entrance exam confronted him with a stark reality that didn’t align with his vision of dance or desires. Admitting to having intentionally missed his exam, Alexandre Mattiussi redirected his creative passion toward textiles and fashion.

Encounter with fashion

At the prestigious Duperré School of Applied Arts in Paris, the creator honed his skills before gaining experience through internships at Cerruti and José Levy. This was followed by initial jobs in menswear collections at Dior, Marc Jacobs, and Givenchy.

2011 marked the founding of his house, AMI Paris, launching a remarkable journey that has continued to be celebrated. The brand, with its heart logo, has indeed shown impressive growth, both in its pieces and in its global outreach.

2023 signifies a new beginning, echoing a desire for a return to essentials. An Instagram account stripped of all its posts in January, fewer collections that are more timeless, elegant yet understated, embodying the spirit of quiet luxury, less emphasis on grand communications and celebrity endorsements… AMI Paris aims to reclaim its original essence of an authentic wardrobe for everyday life, and is no longer willing to fall into the traps of fashion that contradict its values.

The brand AMI Paris continues to emphasize quality materials, in cuts that are uniquely its own, and is also exploring new terrains, like leather goods.

How has AMI Paris seamlessly integrated into both men’s and women’s wardrobes?

Founded in 2011 with a focus on men’s ready-to-wear, AMI Paris quickly captivated with its intention to create a complete wardrobe that is both chic and casual. By combining timeless pieces with stronger character items, the men’s collections managed to embed the brand in the hearts of many. Surrounded by women, Alexandre Mattiussi soon realized that a segment of his clientele was female, even though the offered wardrobe consisted solely of men’s cuts.

Women found in the house pieces that allow them to create looks blending feminine and masculine energy, providing comfort and elegance, while protecting them like a shell from the outside world.

Thus, in 2018, AMI Paris launched a women’s collection. This collection featured pieces from the men’s line, adjusted to perfectly fit women’s silhouettes.

A success story that has even transformed the Saint-Germain location into a boutique entirely dedicated to the women’s line.

How did AMI Paris charm the world?

The rise of AMI Paris quickly surpassed borders. After a first Parisian store opened in 2012, AMI Paris made its mark in Asia with flagship stores opening in Tokyo, Hong Kong, Beijing, and Seoul in 2015, 2016, 2018, and 2022 respectively. Across the Channel, a London store opened in 2016. In 2021, AMI Paris opened in New York, followed by Hamburg in 2022.

This evolution was highlighted by the acquisition of the ANDAM award in 2013, and in 2016, Alexandre Mattiussi was elected as a new member of the French Federation of Men’s Fashion. This year, for the second consecutive year, the AMI x IFM Entrepreneurship Prize has supported and rewarded young creators who benefit from mentorship from jury members for a year.

What collaborations have brought AMI Paris into the spotlight?

Another point that has helped the brand gain visibility is collaborations. Since its inception, AMI Paris has partnered with other labels to create pieces that resonate with two universes.

Moncler, Eastpak, GAP, Smiley, K-Way, Jean Jullien, Kevin Lyons, Borsalino, Puma, Alan Crocetti, Jean-Paul Goude… Collaborations span ready-to-wear, leather goods, jewelry… as well as photography, as seen with Magnum during a traveling photo exhibition themed around family (F.AMI.LY). The work of 13 photographers and 2 videographers was showcased across Paris, Miami, Shanghai, and Kyoto, alongside publications by Flammarion.

The union of arts, as well as expertise, allows for a dialogue between different visions and has enabled AMI Paris to shine in realms beyond its own.

Another spotlight moment was the presence of pieces from the house in the series Emily in Paris, along with the creation of the first AMI heart campaign alongside artist Jean-Paul Goude.

AMI Forever, a more responsible vision of ready-to-wear

Out of love for clothing, from the initial conception to the evolution of the piece once worn, AMI Paris launched in March 2022 a platform dedicated to the buyback and resale of second-hand pieces from the brand.

On one hand, you can pass on a piece you no longer wear to the brand. The team takes care of listing it on their site and providing its details so it can be bought by a new customer. On the other hand, if you’re looking for an AMI Paris piece, you can find it at attractive prices, along with gems from past collections.

Thus, AMI Forever allows for familiarizing clients with second-hand fashion and aligns itself with a new approach to fashion, which is currently a challenge for every brand.

Why do Alexandre Mattiussi’s shows stay in our minds?

Lastly, let’s talk about the shows of AMI Paris. Recently, we spoke about the shows with the sweet scent of Provence by Simon Porte Jacquemus, while Alexandre Mattiussi’s shows are more akin to a Parisian ode, reflecting the chic essence of the capital. He presented his first collection in a small Parisian café, and his shows continued to celebrate iconic locations in the capital.

Among the highlights of his shows, we can mention the one held at the Opéra Bastille for the Autumn-Winter 2023-2024 collection, echoing his past as a dreamer dancer. And the Spring-Summer 2023 collection, where many well-known figures mingled among the models, parading in front of the Sacré-Cœur, an emblem of the Parisian mood.

A show that garnered attention and has also transitioned into another universe, that of the metaverse. Indeed, following in the footsteps of Gucci, Dior, Louboutin, Ralph Lauren, and Bulgari, AMI Paris set up shop last April on the popular app Zepeto, favored by the coveted Gen Z.

And it’s against a Montmartre backdrop, echoing its show, that the house presents itself to visitors, who can shop pieces from the 2023 collections or even create postcards. A way to stay current by opening a virtual boutique, while maintaining its Parisian DNA. The initiative seemed to work well, with over 500,000 visits recorded in the first four days.

A creation reminiscent of the house’s first NFT, during a collaboration with British diver Tom Daley for Pride Month.

With a strong presence abroad, particularly in Asia, AMI Paris also participates in the Seoul Fashion Week, where its most significant address is located.

Well-tailored and elegant pieces, a brand attentive to its clientele, and a caring and passionate creator—this is the recipe for the success of AMI Paris!

Good news, the flagship pieces of AMI Paris are available on Modalova!

Photos: Pinterest