AMI‘s design ethos has always been grounded in wearable everyday essentials. Amid all the flamboyant styles that walked through the city of Paris over the last week, the French label has remained true to its minimalist roots, highlighting a bevy of understated garments in its new SS20 campaign.
Taking to the quaint backdrops of an old theater, the latest visuals have been shot in color as well as black and white, capturing a series of candid portraits and scenes under soft lights. Featured are classic staples like denim jackets, billowing trench coats, beige suits, knit sweaters, clean-cut trousers, and loose button-ups that can easily fit into any wardrobe. One noteworthy piece is a black leather trench coat with an elongated cut that runs slightly past the knees. The garment comes with raised collars, followed by a long central flap that hides the middle buttons. It sees a wide waist belt that can be tied up, while deep welt pockets at the sides finish off the design. Other pieces like the glittery button-up, leather trucker jacket, sleeveless shirt, checkered gingham suits, oversized trousers, and leather pants round up the expansive spread of timeless essentials.
Scroll through the gallery above for a look at AMI’s latest SS20 campaign and head over to the label’s website to see more.
In case you missed it, here’s a look at street style from Paris Fashion Week FW20.
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Happy to share the first image of our new Ami Spring Summer 2020 campaign. . . . @anna_de_rijk & @arthuropium photographed by @michaelbaileygates #MiniTitleAgency Art direction: @julien_gallico__studio @lllyyynnneee Styling: @pauavia Beauty: @adrienpinault @christian_eberhard #ManagementArtists Set design: @rachelthomasstudio #MiniTitleAgency Production: @amelierouyer Ami: @jonathan_ferrari @carolinetillieux