Parisian Ease with a Tailored Twist: AMI Paris
Origins and Founding
AMI Paris was founded in 2011 by Alexandre Mattiussi, a French designer with experience at Dior, Givenchy, and Marc Jacobs. With a name that literally means “friend” in French and echoes the founder’s initials, AMI set out to bring the effortless elegance of real Parisians to the global stage. The brand quickly gained a following for its approachable, gender-inclusive silhouettes and casual tailoring.
Ownership and Leadership
Alexandre Mattiussi continues to lead AMI as creative director and remains at the center of its creative and strategic direction. In 2022, the brand announced a minority stake acquisition by LVMH’s investment arm, a move that positioned AMI for accelerated growth while preserving its independent DNA.
Aesthetic and Design Language
AMI’s aesthetic embodies “Parisian cool”—effortless, polished, and subtly subversive. Known for its boxy outerwear, slouchy suiting, logo crewnecks, and playful proportions, the brand blends classic French tailoring with streetwear ease. The signature AMI de Coeur logo—a red heart stitched with the letter “A”—has become a symbol of modern, joyful luxury. The palette leans neutral with pops of bold color, creating wardrobe staples that feel fresh but timeless.
Notable Pieces
- De Coeur Crewneck Sweatshirt – A relaxed pullover featuring the brand’s signature heart logo.
- Tailored Wool Coats – Oversized and structured topcoats that capture AMI’s polished-meets-casual essence.
- AMI Blazer & Trousers – Boxy suiting in wool or cotton twill, often paired with sneakers.
- Knitwear with De Coeur Detail – Simple, chunky sweaters elevated by subtle logo embroidery.
- AMI Paris Caps – Classic baseball caps embroidered with the iconic red heart.
Famous Fans
- Timothée Chalamet
- Bella Hadid
- Robert Pattinson
- Joe Keery
- Troye Sivan
The Future
AMI is expanding its footprint globally with flagships in Seoul, London, and New York, while continuing its collaborations with brands like Puma and Gap. With new gender-fluid tailoring and accessories on the way, AMI remains at the forefront of modern French fashion that balances romance, relevance, and real-life wearability.
