AMI celebrates the ‘f.AMI.ly’ and its community with its Fall-Winter 21 campaign shot by Dominican-American photographer and dancer Luis Alberto Rodriguez. Conveying a variety of feelings, each photo is an evocative portrait, a new chapter in the story of a close-knit group.
Real people from various walks of life and with creative backgrounds -dancer, architects, actress- are casted as the main characters of the mostly black-and-white portraits. The campaign also features a moving mother-and-son photograph of AMI’s founder and creative director, Alexandre Mattiussi, and his mother Chantal.
The mood delicately echoes the spirit of AMI and its values of love, friendship and inclusion. The campaign celebrates the need to be together, and an infinite diversity of relationships and human connections – partners and lovers, chosen and biological families, acquaintances and best friends…
The overall attitude is collected, at times reflective. Inspiration draws from New York in the 90’s, and the unique imagery of fashion catalogs of that era; AMI’s models stage similar interactions in candid poses, in a series of striking full-body shots.
The wardrobe, a central concept and the heart of AMI’s DNA, is reinterpreted with a similar, minimalistic, 90’s vibe – from oversize coats, chunky knits and baggy jeans.