Alexandre Mattiussi Turns Fifteen Years of Ami Into One Big Merci
Image: Victor Brun / Ami Paris
Ami Paris is marking fifteen years the only way the house really could: by turning the spotlight away from itself and saying “Thank You For Being A Friend.”
Founder and creative director Alexandre Mattiussi launched Ami in 2011 with the idea of building a quintessentially Parisian wardrobe for the people closest to him—pieces that could feel simple, elegant and genuinely made with love. Even the name carries the whole thesis: Ami comes from Mattiussi’s initials and the French word for friend.
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Rather than treating the milestone like a museum retrospective, Mattiussi frames it as a message of gratitude to the friends, teams and wider community who helped turn Ami into a complete world. In his words, the goal has always been to create a sincere relationship with the people wearing the clothes—a connection built on shared values rather than fashion-theatre distance.
“It’s my own message, but it belongs to everyone who knows what it means to be a friend and understands the true meaning of friendship.”
Alexandre Mattiussi
The resulting Thank You For Being A Friend capsule keeps the wardrobe direct: jersey T-shirts, embroidered caps and a black-and-white bucket hat carrying the message in clean, oversized type. They are easy pieces by design, meant to feel less like commemorative merchandise and more like something a friend might immediately steal from your closet.
The larger campaign pushed that same message into public space. Ami placed the words across cities including Paris, London, Shanghai, Tokyo and Bangkok, while temporary photo booths in Paris, Los Angeles, Miami and Toronto invited actual friends to step inside and document the relationship for themselves.
Valentin Humbroich for Ami Paris’s Ami d’été Campaign
The supplied summer images place Valentin Humbroich inside Ami Paris’s easygoing South of France wardrobe, where the anniversary message continues beyond the capsule itself.
Valentin Humbroich fronts Ami Paris’s Ami d’été summer campaign.
Images: Victor Brun / Ami Paris
Photographed by Victor Brun and styled by Javier De Pardo, Ami d’été carries the house’s friendship language into a South of France setting built around relaxed silhouettes, lightweight shirts, jersey tees, fluid separates, Mirage sneakers and Etienne bags. The mood is polished without getting precious—the kind of summer wardrobe designed for long lunches, late swims and someone eventually asking whether they can borrow your shirt.
Humbroich also wears the royal-blue “Thank You For Being A Friend” tee within the campaign, linking the anniversary capsule to Ami’s broader summer world. It is a small styling move with a clear point: after fifteen years, friendship is not a side slogan for the house. It remains the organizing principle.
That is what keeps the celebration from feeling overly polished or self-congratulatory. Ami is not simply saying, “look how long we have been here.” It is saying the years only matter because people showed up for them—and because the wardrobe was built to follow those people into real life.
Source: Ami Paris; FY Magazine; The Fashionisto.
