AMI Paris men’s and women’s wear are designed for any range of people ; it combines perfectly formal and casual looks. AMI refers to the initials of the founder of the brand, the French designer Alexandre Mattiussi. AMI also means friend in the French language, which gives the brand a friendly, genuine and cool image.
Founder of the brand
Alexandre Matiussi is a French designer, born in 1980 in Normandy - France. He grew up with a dream of becoming a famous dancer. However, he became famous in another way. He founded his own fashion brand “AMI”, in 2011.
Alexandre worked for many leading brands, namely Dior Men, Marc Jacobs and Givenchy where he discovered his passion for fashion, acquired knowledge and explored the secrets of handling a successful fashion business.
AMI Paris’ logo
Since 2017, the brand is instantly known by its simple logo: Ami - alexandre Matiussi, also with the De Coeur (heart) logo. In fact, the designer signed his line AMI De Coeur by sewing an oversized red heart along with the letter A below.
Ami Paris – Men for Women Collection
As of January 2018, AMI which has been a specialized and an exclusive menswear brand, made a big move and launched its first women’s collection named “Men for women” where the designer made use of his favourite colours, namely grey, white and red.
This line of clothes has been adapted from men’s looks and adjusted for the ladies, and includes thirteen timeless basics of accessories and items, namely: a camel coat, an oversized suit, a leather jacket and baggy jeans among others.
Style of AMI Paris
Through his brainchild AMI, Alexandre Mattiussi provides affordable luxury clothes. Meaning that he creates quality garments with laid-back and casual style.
Furthermore, AMI opened six boutiques around the world, over the years. The brand is available in Paris, New York, Tokyo, London and even in Australia. Plus, it has established hundreds of outlets worldwide.
Some pieces of AMI Paris
Nowadays, celebrities go more and more casual. As we can see, the French singer Dadju wears the Sweat Big Friend De Coeur, in the song “secret”. Also, Roddy Ricch wears the AMI Paris Patch Pockets Zipped Jacket in his Official Music Video.
What is so special with AMI Paris
Ami Paris is an accessible luxury brand, and it fits with any age and any type of people.
In addition, Modern women that assume their masculine side inspire Alexandre Mattuissi. For example, the French movie star Leila Bekhti is Alexandre’s best friend and she is also his muse.
Plus, the brand AMI attracts more and more famous people, namely women with boyish style, such as: Penelope Cruz, Charlotte Le Bon, Caroline de Maigret, and even Christine and the Queens.
The reason(s) why AMI Paris is so successful
Alexandre Mattiussi is the first male designer that ever won the ANDAM prize (in 2013) ; it is a reward for modern emerging talents. He was also appointed as a new member of the Syndical Chamber for Haute Couture, concerning fashion for men.
Besides, Alexandre Mattiussi has developed the perfect marketing strategy to attract customers and sell out his products. When he noticed that women were attracted by the brand, whereas it was exclusively specialized in menswear, he created a special line for the female audience.
Moreover, the founder puts himself in his client’s shoes and provides them quality products for accessible costs. This is the proof that the founder of AMI listens to his customers.
To sum up, AMI Paris is the best balance between the price and quality.