Ami Paris introduces its Holiday 2026 campaign, Ami d’Hiver, starring legendary French actress Catherine Deneuve. Directed by Loïc Prigent, the campaign features a series of humorous short films that explore the familiar rituals of holiday shopping. The project launches on November 4 alongside a seasonal collection featuring winter clothing, accessories and gifts, with Paris’s Place des Victoires providing the setting for the festive story.
HOLIDAY SEASON
The campaign takes place inside Ami’s new Paris boutique, located on the same square as the fashion house’s headquarters. Deneuve assumes the role of boutique manager, welcoming visitors and guiding them through the store. Her performance introduces humour into everyday shopping situations, giving the campaign a playful character that reflects the brand’s approach to the holiday season.
Throughout the films, Deneuve presents pieces from the collection, including the Carrousel bag and a long-sleeved polo shirt. She offers fitting-room advice and introduces a circle skirt that founder Alexandre Mattiussi designed specifically for her. The story concludes when the actress announces closing time and steps outside to meet Mattiussi, greeting him with an affectionate hug.
The campaign draws inspiration from the familiar experiences of the festive season, particularly the pleasure of welcoming friends, spending time together and exchanging gifts. These ideas connect with the philosophy behind Ami de Cœur, the heart-shaped emblem that has become a signature of the fashion house.
For Mattiussi, the symbol represents the personal relationships that influence his work. As the designer explains, “Ami’s values are universal: kindness, brotherhood, friendship of course, love – everything good that we offer one another.”
The Ami d’Hiver collection approaches winter dressing through a contemporary urban wardrobe. Generously proportioned coats, comfortable knitwear and layered pieces provide the foundation, while colourful scarves, hats and gloves introduce seasonal accents.
Colour also plays an important role beyond the clothing. Ribbons, tissue paper and gift packaging carry the collection’s visual identity into the holiday shopping experience, connecting the boutique presentation with the campaign’s festive atmosphere.
Several pieces reference Mattiussi’s childhood. Yellow sweaters recall his first day of school, when he wore a polo shirt with a small yellow bow tie. The collection also introduces a red beanie inspired by the hat he has worn since childhood, incorporating another personal detail into the seasonal wardrobe. A children’s line extends Ami d’Hiver to younger family members, connecting the collection’s focus on friendship with the earliest experiences of growing up.
Ami Paris presents the campaign in two chapters, each offering a different interpretation of winter in the French capital. Alongside Prigent’s films, photographer Bruno Staub captures portraits of Parisians crossing a snow-covered Place des Victoires. The photographs recall the experience of looking through illuminated boutique windows during winter, bringing the campaign beyond the store’s interiors.
Ami Paris connects its new winter collection with the familiar traditions of holiday shopping, placing Deneuve’s distinctive screen presence at the centre of its seasonal campaign.
