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VISUAL DIARY | Backstage at AMI

Blog (EN)

VISUAL DIARY | Backstage at AMI

Diana Rovanio

Because Boys can Shine Too

//click on the images to enlarge//


Ask any Parisian and they can tell you that AMI by Alexandre Matiussi is one of the It brand for men's clothing right now. Ever since the launch of the brand in 2011 his collections have been making waves in the industry. in 2013, the brand was the first menswear brand who won the prestigious ANDAM prize. *He previously worked for Dior, Marc Jacobs and Givenchy where he jointly led the menswear design team before the arrival of Riccardo Tisci.*

AMI takes on the initials and the last letter of Alexandre Matiussi. AMI in french also means friend and that's how his clothes are, like your warm companion throughout the day. The brand itself started from his vision of making clothes that he would love to see on his friends. Looking at the fashion show , it feels like walking down a street early dawn after a night out with your friends. Each passerby a casual stranger making their way. There are ones who dresess all smooth in basic colors, ones with subtle shine in their outfit, ones who experiment with colors and ones who dreses boldly rocking the all shine glitter. Men often say that girls outfit outshine the boys. While that may be true, I think this time, it was truly the boys that shine.

Words by Diana Rovanio, images by Henri Nurmikolu

I do this job for only one reason: to see my collection on people,” says Mattiussi. “Success in fashion should mean just that.
— Alexandre Matiussi, as told to Nick Carvell, GQ UK, 28/02/2013

All Images by Henri Nurmikolu. All rights reserved