AMI Fall/Winter 2021 Campaign
by Adriano Batista
AMI celebrates the f.AMI.ly, its community, in its Fall/Winter 2021 campaign shot by Luis Alberto Rodriguez, marking the first collaboration between the American photographer and dancer, and the Parisian house.
Conveying a variety of feelings, each photo is an evocative portrait, a new chapter in the story of a close-knit group. The mood delicately echoes the spirit of AMI and its values of love, friendship and inclusion. The campaign celebrates the need to be together, and infinite diversity of relationships and human connections – partners and lovers, chosen and biological families, acquaintances and best friends…
Inspiration draws from New York in the ’90s, and the unique imagery of fashion catalogs of that era; AMI’s models stage similar interactions in candid poses, in a series of striking full-body shots. The wardrobe, a central concept and the heart of AMI’s DNA, is reinterpreted with a similar, minimalistic, 90’s vibe – from oversize coats, chunky knits and baggy jeans.
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