Ami Paris presents its new Holidays collection through a campaign rooted in family, winter atmosphere and a grounded sense of togetherness. Alexandre Mattiussi shapes the project around a house where days slow, rooms feel lived in and the season unfolds with quiet softness. Photographer Sean Thomas captures the scenes inside this countryside home, using its textures and daily details to frame the collection.
The narrative follows a real family. Eddie wears a patterned Ami de Coeur polo sweater while Mona appears in a fair-isle ruffled poncho. Their children, Idris and Imani, wear pieces that introduce Ami Paris essentials for kids for the first time. The campaign shows them playing, moving through the home and interacting with an Ami Paris teddy bear. Each look appears within an environment that feels natural to the family rather than staged or performative.
The scenes take place in familiar settings: a kitchen counter with people leaning in and talking, a sofa in the garden where the family huddles under blankets, and hallways that mark the movement of a calm winter day. The images invite the viewer to focus on these moments rather than on stylized gestures. The tone stays grounded and warm, allowing the pieces to support the family dynamic without overpowering it.
One detail stands out throughout the campaign. The children sketch elements of the home directly onto the walls, adding windows, frames and outlines that shift the house into a part-imagined space. This touch reinforces the campaign’s emotional core and reflects a sense of play that Ami Paris often includes in its visual storytelling. It brings an element of whimsy while keeping the focus on sincerity.
The Holidays collection expands across the brand’s entire offering. Knitwear, outerwear and tailored essentials appear alongside accessories designed for winter, such as soft beanies and textured scarves. The materials emphasize comfort while maintaining the clean, recognizable lines associated with Ami Paris. The silhouettes sit between relaxed and refined, making the pieces suitable for both quiet indoor moments and colder outdoor settings.
A major addition to this year’s collection is the introduction of clothing for children. The brand adapts its core essentials into knitwear and jersey pieces built for younger wearers. This development allows families to share a visual language across generations and gives the campaign its strongest narrative thread. The children’s looks align with the adult silhouettes without mimicking them directly, giving the pieces a genuine place within the overall assortment.
Ami Paris uses the Holidays campaign to show how winter clothing gains dimension through the environments and relationships that surround it. The house, the drawings, the soft textures and the interactions between family members create an atmosphere shaped by connection. The Ami Holidays collection is available worldwide through the Ami Paris boutique network and online.
