Founding and Early Inspirations
AMI Paris, a distinguished name in the realm of ready-to-wear fashion, was founded by Alexandre Mattiussi in late 2010. Born in 1980, Mattiussi honed his skills in fashion and design at the Duperré School, later specializing in men’s fashion. His early career included notable positions at prestigious fashion houses. He began at Christian Dior, contributing to the “30 Montaigne” men’s line, before moving to Givenchy as the first assistant for men’s collections, a role he held for five years. Subsequently, he joined Marc Jacobs’ men’s teams, where he remained until 2011, amassing invaluable experience that would inform his future endeavors.
First Boutique and Recognition
In December 2012, AMI Paris opened its inaugural boutique in Paris, quickly establishing itself as a key player in contemporary menswear. The brand’s commitment to blending classic and casual styles resonated with a broad audience. By 2013, Mattiussi’s talents were recognized with the prestigious ANDAM prize, further elevating the brand’s status. In 2016, he was elected a member of the Chambre Syndicale de la Mode Hommes, affirming AMI’s position within the fashion community.
International Expansion
AMI’s international expansion began with its first boutique in Japan, opening in Tokyo in September 2015. This was followed by a boutique in London in April 2016 and a flagship store in Hong Kong in October of the same year. Each location showcased AMI’s unique Parisian style, contributing to its growing global presence.
Product Lines and Innovations
In 2017, AMI launched the “AMI de cœur” line, which reflected its dedication to casual elegance. The following year marked a significant milestone as AMI unveiled its first collection titled “L’Homme pour la Femme” at the Fall-Winter 2018 fashion show. This collection showcased a more inclusive approach to fashion, emphasizing the interconnectedness of men’s and women’s styles. In November 2018, AMI opened its first boutique in mainland China, located in Beijing, further expanding its reach.
Diversity in Offerings
The Spring-Summer 2020 show in June 2019 featured AMI’s inaugural women’s collection, signaling a bold step into gender-inclusive fashion. In October 2019, AMI showcased its designs in Shanghai, highlighting the brand’s international appeal. The brand continued to innovate, collaborating with iconic photographer Paolo Roversi in September 2020 for the Fall-Winter 2020 campaign, which emphasized AMI’s artistic vision.
Fashion Week Participation and Continued Growth
2020 also marked AMI’s debut at Paris Fashion Week, traditionally focused on men’s fashion. The Spring-Summer 2021 collection was a pivotal moment, as AMI presented collections for both men and women. By 2021, the brand operated six boutiques in Europe, one in the United States (New York), and eight in China, alongside six boutiques in Japan. AMI’s products were distributed across more than 600 points of sale worldwide, solidifying its status as a global brand.
Collaborations and Cultural Impact
AMI Paris is known for its collaborative spirit, partnering with brands such as Moncler (2015), Eastpak (2017), K-Way (2018), and Puma (2022) on exclusive capsule collections. In 2017, AMI was celebrated by GQ magazine as one of the coolest brands globally, which led to a collaboration with Gap.
Celebrating a Decade of AMI
To commemorate its tenth anniversary, Alexandre Mattiussi and renowned director Jean-Paul Goude unveiled the first official campaign around the AMI de cœur line, reinforcing the brand’s core values of love, friendship, inclusion, and diversity.
Through a combination of heritage, innovative design, and a deep connection to its Parisian roots, AMI Paris continues to influence the fashion landscape, offering a modern take on classic style.
