{"id":77787,"date":"2024-09-30T14:32:12","date_gmt":"2024-09-30T13:32:12","guid":{"rendered":"https:\/\/zine.modalova.com\/zine\/?p=77787"},"modified":"2024-09-30T14:32:12","modified_gmt":"2024-09-30T13:32:12","slug":"5-reasons-success-of-ami-paris-brand","status":"publish","type":"post","link":"https:\/\/us.modalova.com\/zine\/5-reasons-success-of-ami-paris-brand\/","title":{"rendered":"5 Reasons for the Success of the AMI Paris Brand"},"content":{"rendered":"\n

Dreaming of being a star dancer as a child, a disillusionment led Alexandre Mattiussi<\/u><\/strong> away from that world and onto the path he was destined for<\/u><\/strong>, that of fashion design. In just 12 years, the creator has established himself globally with his brand AMI Paris<\/u><\/strong>, 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<\/u><\/strong>. Here\u2019s an analysis of a success story rooted in authenticity.<\/p>\n\n\n\n

Alexandre Mattiussi, the dreamer and creative spirit behind AMI Paris<\/u><\/strong><\/h2>\n\n\n\n

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<\/u><\/strong> for his shows.<\/p>\n\n\n\n

<\/div>\n\n\n\n
\n
\"Creator<\/figure>\n<\/figure>\n\n\n\n
<\/div>\n\n\n\n

A passion for movement and dance led him to take classes at a young age, with support from his parents. Aspiring to join the Op\u00e9ra Garnier<\/u><\/strong>, the competitive spirit during the entrance exam confronted him with a stark reality that didn\u2019t 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<\/u><\/strong>.<\/p>\n\n\n\n

Encounter with fashion<\/u><\/strong><\/h3>\n\n\n\n

At the prestigious Duperr\u00e9 School of Applied Arts<\/u><\/strong> in Paris, the creator honed his skills before gaining experience through internships at Cerruti and Jos\u00e9 Levy. This was followed by initial jobs in menswear collections at Dior, Marc Jacobs, and Givenchy<\/u><\/strong>.<\/p>\n\n\n\n

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<\/u><\/strong>.<\/p>\n\n\n\n

2023 signifies a new beginning, echoing a desire for a return to essentials<\/u><\/strong>. 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<\/u><\/a>, less emphasis on grand communications and celebrity endorsements\u2026 AMI Paris aims to reclaim its original essence of an authentic wardrobe for everyday life<\/u><\/strong>, and is no longer willing to fall into the traps of fashion that contradict its values.<\/p>\n\n\n\n

<\/div>\n\n\n\n
\n
\"Collection<\/figure>\n\n\n\n
\"AMI<\/figure>\n\n\n\n
\"Collection<\/figure>\n<\/figure>\n\n\n\n
<\/div>\n\n\n\n

The brand AMI Paris continues to emphasize quality materials<\/u><\/strong>, in cuts that are uniquely its own, and is also exploring new terrains, like leather goods.<\/p>\n\n\n\n

How has AMI Paris seamlessly integrated into both men’s and women’s wardrobes?<\/u><\/strong><\/h2>\n\n\n\n

Founded in 2011 with a focus on men’s ready-to-wear<\/u><\/strong>, AMI Paris quickly captivated with its intention to create a complete wardrobe that is both chic and casual<\/u><\/strong>. 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<\/u><\/strong>, even though the offered wardrobe consisted solely of men’s cuts.<\/p>\n\n\n\n

<\/div>\n\n\n\n
\n
\"AMI<\/figure>\n\n\n\n
\"AMI<\/figure>\n\n\n\n
\"Chic<\/figure>\n\n\n\n
\"Women's<\/figure>\n\n\n\n
\"AMI<\/figure>\n<\/figure>\n\n\n\n
<\/div>\n\n\n\n

Women found in the house pieces that allow them to create looks blending feminine and masculine energy<\/u><\/strong>, providing comfort and elegance, while protecting them like a shell from the outside world.<\/p>\n\n\n\n

Thus, in 2018, AMI Paris launched a women’s collection<\/u><\/strong>. This collection featured pieces from the men’s line, adjusted to perfectly fit women’s silhouettes.<\/p>\n\n\n\n

<\/div>\n\n\n\n
\n
\"Unisex<\/figure>\n\n\n\n
\"AMI<\/figure>\n<\/figure>\n\n\n\n
<\/div>\n\n\n\n

A success story that has even transformed the Saint-Germain location into a boutique entirely dedicated to the women’s line.<\/p>\n\n\n\n

How did AMI Paris charm the world?<\/u><\/strong><\/h3>\n\n\n\n

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

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\u2019s Fashion<\/u><\/strong>. This year, for the second consecutive year, the AMI x IFM Entrepreneurship Prize<\/u><\/strong> has supported and rewarded young creators who benefit from mentorship from jury members for a year.<\/p>\n\n\n\n

What collaborations have brought AMI Paris into the spotlight?<\/u><\/strong><\/h2>\n\n\n\n

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<\/u><\/strong>.<\/p>\n\n\n\n

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<\/u><\/strong>, 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.<\/p>\n\n\n\n

<\/div>\n\n\n\n
\n
\"Collaboration<\/figure>\n<\/figure>\n\n\n\n
<\/div>\n\n\n\n

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.<\/p>\n\n\n\n

Another spotlight moment was the presence of pieces from the house in the series Emily in Paris<\/u><\/a>, along with the creation of the first AMI heart campaign alongside artist Jean-Paul Goude.<\/p>\n\n\n\n

AMI Forever, a more responsible vision of ready-to-wear<\/u><\/strong><\/h2>\n\n\n\n

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<\/u><\/strong> from the brand.<\/p>\n\n\n\n

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.<\/p>\n\n\n\n

Thus, AMI Forever allows for familiarizing clients with second-hand<\/u><\/strong> fashion and aligns itself with a new approach to fashion, which is currently a challenge for every brand.<\/p>\n\n\n\n

Why do Alexandre Mattiussi’s shows stay in our minds?<\/u><\/strong><\/h2>\n\n\n\n

Lastly, let\u2019s talk about the shows of AMI Paris. Recently, we spoke about the shows with the sweet scent of Provence by Simon Porte Jacquemus<\/u><\/a>, while Alexandre Mattiussi\u2019s shows are more akin to a Parisian ode<\/u><\/strong>, reflecting the chic essence of the capital. He presented his first collection in a small Parisian caf\u00e9, and his shows continued to celebrate iconic locations in the capital.<\/p>\n\n\n\n

Among the highlights of his shows, we can mention the one held at the Op\u00e9ra Bastille<\/u><\/strong> 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 Sacr\u00e9-C\u0153ur<\/u><\/strong>, an emblem of the Parisian mood.<\/p>\n\n\n\n

<\/div>\n\n\n\n
\n
\"AMI<\/figure>\n<\/figure>\n\n\n\n
<\/div>\n\n\n\n

A show that garnered attention and has also transitioned into another universe, that of the metaverse<\/u><\/strong>. 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<\/u><\/strong>, favored by the coveted Gen Z.<\/p>\n\n\n\n

And it\u2019s 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<\/u><\/strong>. A way to stay current by opening a virtual boutique<\/u><\/strong>, while maintaining its Parisian DNA. The initiative seemed to work well, with over 500,000 visits recorded in the first four days.<\/p>\n\n\n\n

A creation reminiscent of the house’s first NFT<\/u><\/strong>, during a collaboration with British diver Tom Daley for Pride Month.<\/p>\n\n\n\n

<\/div>\n\n\n\n
\n
\"AMI<\/figure>\n<\/figure>\n\n\n\n
<\/div>\n\n\n\n

With a strong presence abroad, particularly in Asia, AMI Paris also participates in the Seoul Fashion Week<\/u><\/strong>, where its most significant address is located.<\/p>\n\n\n\n

Well-tailored and elegant pieces, a brand attentive to its clientele, and a caring and passionate creator<\/u><\/strong>\u2014this is the recipe for the success of AMI Paris!<\/p>\n\n\n\n

Good news, the flagship pieces of AMI Paris are available on Modalova!<\/p>\n\n\n\n

<\/div>\n\n\n\n
\n
\"AMI<\/a>
\u00a9 AMI Paris – 195 \u20ac<\/figcaption><\/figure>\n\n\n\n
\"Black<\/a>
\u00a9 AMI Paris – 410 \u20ac<\/figcaption><\/figure>\n\n\n\n
\"Beige<\/a>
\u00a9 AMI Paris – 330 \u20ac<\/figcaption><\/figure>\n\n\n\n
\"Black<\/a>
\u00a9 AMI Paris – 780 \u20ac<\/figcaption><\/figure>\n\n\n\n
\"Beige<\/a>
\u00a9 AMI Paris – 180 \u20ac<\/figcaption><\/figure>\n\n\n\n
\"Purple<\/a>
\u00a9 AMI Paris – 250 \u20ac<\/figcaption><\/figure>\n\n\n\n
\"Green<\/a>
\u00a9 AMI Paris – 195 \u20ac<\/figcaption><\/figure>\n\n\n\n
\"Flared<\/a>
\u00a9 AMI Paris – 240 \u20ac<\/figcaption><\/figure>\n\n\n\n
\"Black<\/a>
\u00a9 AMI Paris – 490 \u20ac<\/figcaption><\/figure>\n<\/figure>\n\n\n\n
<\/div>\n\n\n\n

Photos: Pinterest<\/em><\/p>\n","protected":false},"excerpt":{"rendered":"

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 […]<\/p>\n","protected":false},"author":11,"featured_media":23051,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"eltdf_count_post_views_meta":4439,"_editorskit_title_hidden":false,"_editorskit_reading_time":0,"_editorskit_is_block_options_detached":false,"_editorskit_block_options_position":"{}","footnotes":""},"categories":[815],"tags":[],"class_list":["post-77787","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-fashion-us"],"_links":{"self":[{"href":"https:\/\/us.modalova.com\/zine\/wp-json\/wp\/v2\/posts\/77787","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/us.modalova.com\/zine\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/us.modalova.com\/zine\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/us.modalova.com\/zine\/wp-json\/wp\/v2\/users\/11"}],"replies":[{"embeddable":true,"href":"https:\/\/us.modalova.com\/zine\/wp-json\/wp\/v2\/comments?post=77787"}],"version-history":[{"count":0,"href":"https:\/\/us.modalova.com\/zine\/wp-json\/wp\/v2\/posts\/77787\/revisions"}],"wpml-translations":[{"id":69279,"lang":"en","href":"https:\/\/us.modalova.com\/zine\/wp-json\/wp\/v2\/posts\/69279"},{"id":22986,"lang":"fr","href":"https:\/\/us.modalova.com\/zine\/wp-json\/wp\/v2\/posts\/22986"},{"id":69283,"lang":"de","href":"https:\/\/us.modalova.com\/zine\/wp-json\/wp\/v2\/posts\/69283"},{"id":69285,"lang":"it","href":"https:\/\/us.modalova.com\/zine\/wp-json\/wp\/v2\/posts\/69285"},{"id":69281,"lang":"es","href":"https:\/\/us.modalova.com\/zine\/wp-json\/wp\/v2\/posts\/69281"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/us.modalova.com\/zine\/wp-json\/wp\/v2\/media\/23051"}],"wp:attachment":[{"href":"https:\/\/us.modalova.com\/zine\/wp-json\/wp\/v2\/media?parent=77787"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/us.modalova.com\/zine\/wp-json\/wp\/v2\/categories?post=77787"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/us.modalova.com\/zine\/wp-json\/wp\/v2\/tags?post=77787"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}