AMI FW22 | CRASH Magazine



By Roisin Breen

A Parisian dinner party hosted by Alexandre Mattiussi, with special guests and new friendships in the making – Ami presents its FW22 campaign shot by Alasdair McLellan. The setting is intimate and slightly mysterious. A group of familiar faces is reunited in what seems to be a typical Haussmanian apartment. With its delightful, at times almost clandestine vibe, a secret dinner is the perfect occasion for Alexandre Mattiussi to enlarge the family and create lasting acquaintances. 

The Ami Fall/ Winter campaign was both shot and filmed by Alisdair McLellan in his first collaboration with the Parisian brand. The mood is surreal, with a deliberate dream-like substance to it. The atmosphere, however, is intimate, joyful, and caring. It pays homage to Paris, Ami’s hometown, its long tradition of hospitality and mixing of friends.

“I was surrounded for the occasion with people that I truly admire and whose work I love, both in front and behind the camera. The dinner concept came quite naturally, as it remains one of my preferred ways to socialize and meet new people. I am very proud of this campaign, I believe that it really shows what Ami is about, and it allows us to reaffirm once more our values in an inspiring way,” said Mattiussi, Founder and Creative Director at Ami.

The faces of the campaign include Isabelle Adjani, Riz Ahmed, Xavier Dolan, Mariacarla Boscono, Anna Ewers, Paloma Elsesser, Sage Elsesser and Mona Tougaard. Close to Mattiussi himself, they have all been a part of Ami’s most special moments, including shows and short films. 

British photographer and director Alasdair McLellan is renowned for his sensitive approach to photography. Whether fashion, portraiture, landscape or documentary, his zork displays a range of emotions. He embraces references high and low, classical, and pop, and continues to reflect contemporary conversations around gender, sexuality, and identity. McLellan’s photography has been featured in celebrated advertising campaigns and editorials across the international fashion spectrum. He has published three books, Ultimate Clothing Company (2013), Ceremony (2016), The Palace (2016). In 2016/17 he directed three celebrated music videos for The XX. His zork has been exhibited at the ICA, Somerset House, National Portrait Gallery, and Philips.

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