AMI Spring / Summer 2022: Unique Commercial Escape
The moment of the AMI escape, With founding designer Alexander Mattiushi We will tentatively create a collection of the world that eventually emerged from Covid.
A video of the show from the Spring / Summer 2022 collection was unveiled on Saturday, July 3, at an AMI funfair hired just for the shooting, shot with joy, but not a buzzing soap opera. A series of one-off and fragmented events that took place just two days before Paris entered its four-day haute couture season.
âWe are living a moment between the two worlds. A world of the limits and isolation of Covid, and a new world with the hope and energy that we want to meet together. We are back to normal life. So let’s celebrate it with beauty, poetry, romance, sexyness, sensuality, hair and breasts! âMattiussi, who named the videoâ L’ÃchappÃ©e Belle â, took the risk but fell prey. Explained a French phrase which means he survived to escape the hunter.
There is nothing hesitant about its brand’s performance, but it is arguably the fastest growing independent runway brand in Paris and Europe for many years.
Backed by a well organized back office and Mattiussi’s unique blend of French and business knowledge, AMI is truly experiencing explosive growth. During the last fiscal year ended March 31, AMI doubled its turnover to 68 million euros as the brand invaded the Web.
Even when I met Mattiussi for a preview Friday at the rue Cassette showroom in Saint-Germain, Paris, the staff scores backstage were busy taking photos and cataloging the collection ready to go on sale directly on Monday. . Around 750 references produced.
For the next season, Mattiussi wants to see young women in sexy bodystockings like bathrobes, sleeveless sequined pillars or frivolous chiffon cocktails. Ideal for a cocktail on the terrace or a red carpet moment in Cannes. Mattiussi will be setting up a sequel to the festival from next week to attend AmfAR’s annual dinner, the hottest moment in European cinema.
In a more casual vibe, AMI girls wear oversized spencers and cropped black ties. Or a chunky boyfriend blazer in sturdy wool gabardine.
I combined them with awesome tie-dye shorts and pants, like her guys did in her co-edited video, the material was dyed in Paris, but the clothes were assembled in Portugal. Each tie-dye is handmade, so no one looks the same as her young cast roams the shows and leaps into the dodge.
âWe saw images of heavenly cities like Paris, Venice and New York and blocked them off, so I wanted to come back, but it didn’t sound crazy,â the creator added. ..
January, Chinese investment vehicle Sequoia Acquisition of a majority stake in AMI. AMI’s cash flow is very strong, which helped partly fund a rapid expansion, but most store openings are funded internally.
The brand opened its flagship store in New York in November and currently has 10 stores in China. Alexander opened a male and female AMI pop-up at Galeries Lafayette on Friday and hung his iconic heart on the A logo of the department store’s famous Art Deco dome.
âWe are the first brand in history Galeries Lafayette hung in the dome of a department store. And their dome is the most visited place in France after the Eiffel Tower. Administrative district.
His aertex heart logo, as well as his soft AMI Paris sweatshirt, are now ubiquitous among cool Parisians. Her Spring / Summer 2022 accessories also looked powerful. Great new sneakers with climbing ropes instead of laces. Soft felt crotch Manufactured by Borsalino.
As floating, elastic and luminous as his collection, Mattiushi has struck the soft sport that many designers dream of.
“I work A long day, every day. But when I started AMI 10 years ago, I was alone in my apartment and now I have almost 200 people working. It’s proud of me, âhe concludes.
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