AMI Paris Turns Friendship, Personality and Everyday Dressing Into the Campaign
AMI Paris is keeping Fall/Winter 2026 close to home. Rather than building the campaign around one glossy fantasy, the French label brings together a cast of models already familiar with the house and lets their individual personalities do much of the work.
Dara Gueye, Mack Karpes, Elliot Belot and Mohamed Benhadda appear in the new campaign, photographed by Karim Sadli in a series of stripped-back portraits that put the clothes — and the people wearing them — right up front.
It fits neatly with creative director Alexandre Mattiussi’s larger idea for the season: a wardrobe inspired by real people, real streets and the endless little differences in how somebody makes familiar clothes their own.
The collection itself marks 15 years of AMI Paris, but Mattiussi is not treating the anniversary like a museum piece. Instead, Fall/Winter 2026 mixes casual and sophisticated pieces freely — oversized coats with sharper tailoring, relaxed trousers with textured knits, denim with more polished layers and accessories that add just enough mischief.
Mattiussi has compared the collection to a Rubik’s Cube: change one piece, one color or one proportion and suddenly the whole look shifts. That is basically the AMI trick here. Nothing feels overly precious, but the combinations still have enough character to make you look twice.
Menswear moves between long, generous lines and shorter, cleaner cuts, while the broader collection plays with oversized outerwear, wide trousers, relaxed balloon shapes and a color story that moves from grounded neutrals into sky blue, soft pink, vanilla, emerald, saffron, royal blue and flashes of red.
There is also a nice bit of personality in the accessories, including caps carrying phrases like “Thank You for Being a Friend” and “Don’t Forget to Love.” A little sentimental? Sure. But on AMI, sentimentality has always looked pretty good.
See More of AMI Paris’s Fall/Winter 2026 Campaign
Karim Sadli’s campaign portraits let the cast move between generous tailoring, textured outerwear, denim, knits and the season’s playful accessories without losing the individual character of each look.
Source: AMI Paris; FY Magazine; The Fashionisto.
