The rising Portuguese star becomes the new face of AMI’s effortlessly chic Spring 2026 collection.
Portuguese soccer player João Neves, currently a standout midfielder for Paris Saint‑Germain, is the darling new face of AMI’s Spring 2026 Campaign. The young talent brings a fresh, modern charisma to the French label, blending athletic edge with AMI’s signature Parisian cool.
The campaign frames Neves in clean silhouettes, soft tailoring, and that understated AMI elegance — a natural fit for a player whose poise on the field translates seamlessly into fashion. His presence adds a youthful, contemporary spark to the brand’s seasonal vision.
Press play and explore the full campaign below.
Menswear & Model Watch
JOÃO NEVES GIVES AMI’S SPRING 2026 PUSH A SPORTY-PARISIAN COOL WITH REAL EASE
This campaign lands with clean confidence — transitional layers, polished casualwear, and the kind of relaxed athletic presence that makes everyday dressing look sharper without losing its softness.
The mood is effortless and modern: easy tailoring, textured knits, and refined off-duty staples that feel equally ready for the city, the sidelines, and everywhere in between.
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