5 Reasons for the Success of the Brand AMI Paris

Dreaming of becoming a star dancer as a child, a disillusionment drove Alexandre Mattiussi away from that world and led him to the path he was destined for, couture. In just 12 years, the designer has established himself worldwide with his brand AMI Paris, which blends chic and casual. The pieces, now with an iconic logo, have managed to charm both men’s and women’s wardrobes, thanks to their cuts making everyday life elegant. An analysis of a success story rooted in authenticity.

Alexandre Mattiussi, the Dreamy and Creative Spirit Behind the Brand AMI Paris

Of Italian origin and having spent the early years of his life in Normandy, the designer recalls always having an attraction to art, performance, and creation. Performing shows for his family as a child, he already spent hours crafting his stage costumes for his performances.

A taste for movement and dance led him to take classes at a young age, supported by his parents. Aspiring to join the Opéra Garnier, the competitive spirit present during the entrance exam confronted him with a different reality, one that did not align with his vision of dance or his desires. Admitting that he intentionally failed the exam, Alexandre Mattiussi redirected his creative desire towards textiles and fashion.

Encounter with Fashion

It was at the prestigious École d’Arts Appliqués Duperré in Paris that the designer honed his skills before gaining experience through internships at Cerruti and José Levy. This was followed by his first jobs in creating men’s collections at Dior, Marc Jacobs, and Givenchy.

2011 marks the creation of his house AMI Paris, launching this beautiful adventure that continues to be celebrated. The brand with the heart logo has indeed shown significant growth since, both in its pieces and in its global reach.

2023 marks a new beginning, echoing a desire for a return to essentials. An Instagram account devoid of all its posts in January, fewer collections, more timeless, elegant but more understated, with a quiet luxury spirit, less major communications, and fewer celebrities… AMI Paris aims to reclaim its original soul of an everyday wardrobe, authentic, and no longer intends to fall into the trap of fashion by conforming to models that oppose its values.

The AMI Paris brand continues to highlight quality materials, in cuts that are uniquely its own, and also explores other areas, such as leather goods.

How Did AMI Paris Pieces Become Staples in Both Men’s and Women’s Wardrobes?

Created in 2011 with the focus on men’s ready-to-wear, the AMI Paris brand quickly captivated with its desire to create an entire wardrobe that is both chic and casual. Combining timeless pieces with those that have a bit more character, the men’s collections have succeeded in placing the brand in the hearts of everyone. Surrounded by women, Alexandre Mattiussi quickly realized that a part of his clientele was female, even though his offered wardrobe consisted only of men’s cuts.

Women found in the brand pieces that allowed them to create looks blending feminine and masculine energy, offering comfort and elegance, and protecting them like a shield from the outside world.

Thus, in 2018, the AMI Paris brand saw the birth of a women’s collection. This collection consisted of pieces from the men’s collection, adjusted to fit perfectly on women’s silhouettes.

A success that even led to the transformation of the Saint-Germain address into a boutique entirely dedicated to the women’s line.

How Did the AMI Paris Brand Captivate the World?

The rise of the AMI Paris brand quickly extended beyond our borders. After a first Parisian boutique opened in 2012, AMI Paris made its mark on the Asian continent with the opening of flagships in Tokyo, Hong Kong, Beijing, and Seoul, respectively in 2015, 2016, 2018, and 2022. Across the Channel, a London address opened in 2016. 2021 marks the opening of AMI Paris in New York, and 2022 in Hamburg.

An evolution highlighted by winning the ANDAM award in 2013, and then the election of Alexandre Mattiussi as a new member of the Chambre Syndicale de la Mode Masculine in 2016. This year, for the second consecutive year, the AMI x IFM Entrepreneurship Award supported and rewarded young designers, who benefit from a year’s mentorship from jury members.

What Collaborations Have Highlighted the AMI Paris Brand?

Another factor that has increased the brand’s visibility: collaborations. Since its inception, AMI Paris has stood out alongside other brands to create pieces that reflect two worlds.

Moncler, Eastpak, GAP, Smiley, K-Way, Jean Jullien, Kevin Lyons, Borsalino, Puma, Alan Crocetti, Jean-Paul Goude… The collaborations span ready-to-wear, leather goods, jewelry… as well as photography, as was the case with Magnum, during a traveling photo exhibition themed around family (F.AMI.LY). The work of 13 photographers and 2 videographers was showcased in cities like Paris, Miami, Shanghai, and Kyoto, and published by Flammarion.

The union of arts and skills allows for a dialogue between different visions and has enabled the AMI Paris brand to extend its image into other realms beyond its own.

Another highlight was the presence of pieces from the brand in the series Emily in Paris. Additionally, the creation of the first AMI de cœur campaign alongside artist Jean-Paul Goude.

AMI Forever, a More Responsible Vision of Ready-to-Wear

Out of love for clothing, from its conception to the evolution of the piece once worn, the AMI Paris brand launched in March 2022 a platform specializing in the buyback and resale of second-hand pieces from the brand.

On one hand, you can pass on to the brand a piece you no longer wear. The teams handle listing it on the site and providing its details so it can be picked up by a new customer. On the other hand, if you are looking for an AMI Paris piece, you can find it at attractive prices and also discover gems from past collections.

Thus, AMI Forever allows its clientele to become familiar with second-hand, and to adopt a new approach to fashion, which is the current challenge for every brand.

Why Do Alexandre Mattiussi’s Fashion Shows Stay in Our Minds?

Lastly, the fashion shows of the AMI Paris brand. Recently, we discussed the Provence-scented shows of Simon Porte Jacquemus. On Alexandre Mattiussi’s side, it’s more about a Parisian ode, reflecting his brand that embodies the chic of the capital. Having presented his first collection in a small Parisian café, his shows have continued to highlight iconic locations in the capital.

Among the highlights of his shows, we can mention the one that took place at the Opéra Bastille for the Fall-Winter 2023-2024 collection, echoing his past as a dancer-dreamer. And, the Spring-Summer 2023 collection show, where many known figures blended with the models, walking in front of the Sacré-Cœur, an emblem of the Parisian mood.

A show that made headlines and also transitioned into another realm, the metaverse. Like Gucci, Dior, Louboutin, Ralph Lauren, and Bulgari, the AMI Paris brand launched last April on the popular Gen Z app, Zepeto.

And, through a Montmartre-themed setting echoing its show, the brand presents itself to visitors who can