AMI Presents a Striking Silver Holiday Capsule
Complete with a handful of digital mystery boxes.
After opening the doors to Le Café Ami eateries throughout China at the end of November, Alexandre Mattiussi‘s AMI has officially unwrapped a glittering holiday capsule. Silver hues dominate the eye-catching collection at first glance, though it’s the rather unsuspecting surprise mystery boxes that lead the range.
All apparel is available in a festive white and silver color scheme, with oversized outerwear, knitwear and other alpaca Ami de Coeur garments complete with the label’s recognizable heart logo, complete with a festive silver thread, leading the offering.
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Each of the 999 mystery boxes – a nod to Mattiussi’s favorite number – contains exclusive benefits, such as access to digital content on amiparis.com, as well as two online private sales coming in March 2024 and September 2024.
Mystery Boxes also come with a surprise gift. On December 25, each recipient will find out what surprise comes with their box can come in the form of an archival AMI piece, a meet-and-greet with Mattiuissi himself, an in-store shopping spree, or two tickets to the Fall 2024 show in Paris.
“We are willing to engage more toward digital natives, an increasingly strategic and loyal audience,” AMI’s chief executive officer Nicolas Santi-Weil told WWD.
Shop the collection now both in-store and online. Mystery Boxes retail for €250 Euros – $271 USD – and will remain available to purchase through December 24. They can be purchased from any country except for China.
