Ami Collaborates with Jean-Paul Goude on Ami de Coeur Campaign

Fashion brand Ami teams up with photographer Jean-Paul Goude for the brand's first Ami de Coeur campaign. While the bi-annual Ami de Coeur capsule collection began in 2017, the new campaign celebrates a new era in the brand's decade of operation. With its latest capsule, Ami favorites—like hoodies, crewnecks, cardigans, and tees—are reintroduced in a blue, red, and green palette. To mark the occasion, Founder Alexandre Mattiussi stars in the ad series which features him floating across the city of Paris clutching a red heart-shaped balloon.

"The Ami de Coeur has rarely been highlighted in our campaigns before," said Mattiussi. "The staples adorned with it have worked very well since their launch thanks to 'word of mouth,' and I didn’t feel that it was necessary to further push their presence. Yet as our Ami de Coeur became an essential part of our international success and given the values it embodies, I strongly believe that it is time to give it an even more significant place, and the best way to start is with a beautiful campaign."

At the center of the campaign is Ami's connection to its French heritage. The photographs highlight major sites like the Eiffel Tower as a love letter to Mattiussi's hometown of Paris. However, the scene also features the collection's symbol—an A (for Alexandre) wrapped in a heart (a representation of everything that is Ami). As a gesture of hope and forward-thinking, the campaign takes a vibrant, if not comical, look at the city's landscape, encouraging residents of the city's returning life despite recent struggles. For these reasons and more, there was no one with whom more suited to collaborate on this homage to the City of Lights than Goude.

Of working with the French photographer, Mattiussi said, "I love Jean-Paul Goude’s universe: colorful, playful, and very Parisian. I thought that his way of seeing and portraying fashion would fit very well with the Ami de Coeur’s philosophy."