AMI unveils its Lynchian SS24 campaign

TODAY, AMI Paris has unveiled its new campaign for spring-summer 2024.

Turning to 90s minimalism for its collection, the campaign exhibits the brand’s sensual, sophisticated garments in a display of friendship and inclusiveness.


Lensed by Luis Alberto Rodriguez, the campaign follows a group of models moving from a car to a model, then to a bedroom. A narrative begins to unfold, and a sense of anticipation builds through subtle changes in the surrounding environments. Facial expressions are solemn yet stern, while dramatic lighting elevates the rising tension.


Adopting a Lynchian aesthetic, each shot seems to imply a new scene or moment in the campaign’s movie-inspired sequence. Starring top models such as Julia Nobis, Selena Forrest, Apolline Rocco Fohrer, Saul Symon, Sang Woo Kim and Zarram Obasi, the imagery ushers in a fresh chapter for the Parisian brand.


Showcasing elevated classical silhouettes and pragmatic volumes, the SS24 garments remain the central focus of the campaign. Elegant and refined, the collection reinterprets wardrobe staples for the contemporary AMI customer.

by Sophie Richardson

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