We are f.AMI.ly – AMI Fall-Winter 2021

AMI chose to celebrate f.AMI.ly for its Fall-Winter 21 campaign. In appreciation of its own community, they have marked the special occasion through their first collaboration with American photographer, dancer Luis Alberto Rodriguez. 

Inspiration draws from 90s New York fashion catalogs with each model staging candid poses in a series of striking full-body shots. To honour the Parisian fashion house’s community, they have used real people taken from various walks of life and creative backgrounds including dancers, architects to actresses, each featuring as the main characters in mostly black-and-white evocative portraits – this concludes with a moving mother-and-son photograph of Alexandre Mattiussi, AMI’s founder and creative director, and his mother Chantel.


AMI stated that ‘The mood delicately echoes the spirit of AMI and its values of love, friendship and inclusion. The campaign celebrates the need to be together, and an infinite diversity of relationships and human connections – partners and lovers, chosen and biological families, acquaintances and best friends.

The overall attitude is collected, at times reflective. 

The wardrobe, a central concept and the heart of AMI’s DNA, is reinterpreted with a similar, minimalistic, 90’s vibe – from oversize coats, chunky knits to baggy jeans.

Image Credit: AMI

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