AMI Paris Brings Winter Romance and French Style to Its Ami d’Hiver Campaign

Paris Gets Wrapped in AMI’s Playful, Très Chic Winter Wardrobe

Gander out, French style. AMI Paris has introduced Ami d’Hiver, its festive-season campaign, and the mood is wonderfully uncomplicated: oversized scarves, generous coats, easy denim and the kind of cold-weather layering that makes a Parisian winter look like a pleasure rather than a chore.

Shot around Place des Victoires, home to the label’s headquarters and new boutique, the campaign brings designer Alexandre Mattiussi’s affection for friendship and everyday style out onto the street. Photographer Bruno Staub captures models in playful, protective looks against the architectural grandeur of the city. The clothes do not demand a grand occasion; that is much of their charm.

There is also a deliciously French second personality to this holiday story: screen legend Catherine Deneuve plays a boutique employee in short films directed by Loïc Prigent. Rather than treating seasonal shopping as a glossy formality, AMI finds a little humor in the rituals of gift-giving.

The Scarf Is Practically the Star

At its strongest, Ami d’Hiver feels like an argument for dressing with instinct. A huge cream scarf does much of the work in one look, while checks, layered denim and bright red accents keep familiar winter staples from becoming predictable. It is relaxed, but certainly not careless: proportions, texture and color are doing all the talking.

AMI’s red details matter here. Mattiussi has explained that a recurring red beanie draws on his own childhood, while yellow knitwear evokes what he wore on his first day of school. Those memories give the collection an unexpectedly personal backbone: less holiday costume, more familiar clothes that carry a story.

Ami d’Hiver in the Streets of Paris

Across the winter portraits, coats fall generously over knits, hats sit low, and trousers remain loose enough to move comfortably. Friends appear together rather than in stiff fashion poses. It is a street-level portrait of the house’s warm, approachable side, with the bright accessories injecting just the right amount of mischief.

Little Gifts, Big AMI Personality

The clothes are only half the festive picture. The holiday still lifes turn attention to carefully tied ribbons, leather details, whimsical trinkets and a teddy bear. There is a lovely contrast between the monumental Parisian setting of the portraits and the smaller, intimate gestures of gifting. The house’s Ami de Cœur emblem makes that sentiment feel entirely on-brand.

The seasonal offering also extends to children, bringing the label’s easy coats and comforting knits into a family wardrobe. Mattiussi’s longstanding emphasis on friendship becomes more than a logo: it runs through the campaign’s people, presents and sense of connection.

AMI Paris Ami d’Hiver 2026 Holiday Gift Selection

Brightly tied bundles, signature accessories and playful objects carry the same restrained palette and flashes of saturated color as the winter clothes. The smallest gifts often deliver the most memorable details.

For us, the appeal is in how casually it all comes together. An extravagant scarf, a handsome overcoat and a simple pair of jeans can look infinitely more inviting than the usual overworked holiday look. Sometimes French style really is just knowing when to stop.

Ami d’Hiver is available through AMI Paris boutiques and the house’s online store.

Sources: FY Magazine!; The Fashionisto; AMI Paris.