While streetwear brands come a dime a dozen, no one is doing it like AMI Paris is. Translating to the word “friend” in French, the fashion label AMI (pronounced AH-MEE), has already been around for a while, being founded by designer and creative director Alexandre Mattiussi back in 2011 who coined the name after his initials.
As a graduate of the Duperré Fashion Design School in Paris, Alexandre has had a successful high-fashion career working for the likes of designer fashion brands such as Dior, Marc Jacobs, and Givenchy since graduation. Shortly after these stints, the designer decided to start his own brand focusing on “real clothes for real people.” Originally starting out as a menswear brand, AMI has since expanded to women’s clothing, launching their Autumn/Winter 2018 “Menswear for Womenswear” collection that featured conventional men's pieces that were modified to fit women’s tastes.
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What is AMI Paris?
AMI proves that luxury designer pieces don’t have to come with an exorbitant price tag. In fact, they can actually be quite affordable for those who appreciate high-quality and well-made pieces that don’t want to break the bank. Another thing that makes the brand so successful is their non-intimidating approach to fashion. At AMI, a relaxed attitude is at the forefront, with pieces meant to be accessible to anyone and can be worn at any time.
When taking a look at Alexandre’s creations, one will surely notice that there’s something distinctly Parisian about his looks and the way his clothes give an effortlessly chic air to the wearer. His pieces are an amalgamation of casual closet staples that can be styled in a myriad of ways, such as button-down shirts, structured coats, and classic tees, usually with a playful spin to them that distinguishes AMI from other labels.
Possibly the most notable piece from the brand is their knitted sweater with the iconic heart logo. Called the Ami de Cœur monogram, it was conceptualized by Alexandre himself from his childhood signature he used to end notes for his friends, making it the perfect symbol showing the brand’s core values of love and friendship.
Filipino Celebrities Wearing AMI Paris
1. Kathryn Bernardo
During her recent trip to Japan, Kathryn Bernardo rocked her usual model-off-duty aesthetic with a preppy twist. As seen here, the 26-year-old wore a black AMI Paris sweater with a bright red Ami de Cœur logo underneath a white collared shirt. Keeping with her dark color palette, Kath chose to team her sweater with a black mini skirt and shiny leather boots with block heels, both from Zara. To complete her casual chic OOTD, the actress chose a black Chanel flap bag to stylishly carry all her travel essentials.
Ami De Coeur Wool Jumper, $401 (approx. P23,006.97), AMI PARIS, farfetch.com
2. Ria Atayde
Along with Kathryn on her trip to Japan was her close friend and fellow actress Ria Atayde. Just like the former Teen Queen, Ria also wore an AMI Paris sweater, but hers came in a light purple colorway. The 30-year-old’s piece was also rendered in a jersey material instead of a knitted one, featuring a smaller version of the Ami de Cœur monogram. Going with a more laidback vibe, Ria opted to style a white turtleneck underneath her sweater while tucking the hem into a pair of trusty denim jeans. Another way the actress matched her OOTD with Kath was through her black Chanel flap bag, albeit in a slightly bigger size.
Ami De Coeur Embroidered Sweatshirt, $211 (approx. P12,115.62), AMI PARIS, farfetch.com
3. Zanjoe Marudo
Joining the AMI Paris bandwagon is Zanjoe Marudo, who also donned a timeless iteration of the sweater on the same Japan trip as Kath and Ria. Similar to his travel companions, the actor’s black sweater features the French luxury label’s heart logo on the left side. Sticking to a monochromatic ensemble, he threw on an oversized denim jacket plus dark wash denim jeans and added dark sunglasses to his look.
Ami de Coeur Cotton Sweatshirt, €155 (approx. P9,168.68), AMI PARIS, mytheresa.com