Fashion house AMI unveiled their Spring Summer 2022 campaign, that explores an escape from reality, and pays tribute to friendships and freedom, captured by British photographer Sam Rock. In charge of styling was Carlos Nazario, with casting direction from Piergiorgio Del Moro and Samuel Ellis Scheinman. Beauty is work of hair stylist Shiori Takahashi, and makeup artist Adrien Pinault. Stars of the session are Akon Changkou, Braien Vaiksaar, Eleonore Ghiuritan, Leo Comanescu, and Ombeni Jean. Shot in the semi-arid desert near Almeria, in southern Spain, the campaign brings carefree and playful mood, with a subtle sense of mystery and melancholy. For the season, Ami tells a story about a group of friends, who escape the city and travel to the great outdoors, ecstatic to be together, feeling free and adventurous.
“A desire for novelty, for unseen panoramas – an imperative of deliverance. A road trip without a specific destination, the search for a new frontier into the infinity of the desert and the horizon. The atmosphere of excitement and adventure is rife with opportunities. The concept of the campaign echoes memories of L’Échappée Belle (the great escape in French), the short feature film that unveiled AMI’s Spring-Summer 22 collection.” -from Ami
