In the full rhythm of spring, when light reshapes the tempo of cities and wardrobes call for ease without sacrificing intent, AMI once again asserts its mastery of balance with a new campaign that intuitively captures the spirit of the season. Under the creative direction of Alexandre Mattiussi, the Parisian house delivers a narrative where elegance is distilled to its most essential form, functional, emotional, and distinctly contemporary.
At the centre of this story is João Neves, midfielder for Paris Saint-Germain and one of the most compelling talents of his generation. His presence goes beyond the obvious. More than his athletic ability, Neves embodies a rare sense of collectivity, a grounded spirit that resonates naturally with the house’s ethos. In him, AMI finds not just an image, but an attitude, one shaped through connection rather than individuality.
The collection, first unveiled in June 2025 during Paris Fashion Week at the iconic Place des Victoires, reinforces the brand’s distinctive vocabulary. Modern tailoring is softened without losing structure, transitional outerwear becomes essential, and heritage motifs such as argyle, collegiate stripes, and reworked checks are integrated into a layering system designed for everyday life. A grounded palette of fir green, camel, and off-white tones, accented with subtle highlights, gives the collection both depth and cohesion.
Neves moves through this wardrobe with disarming ease. The silhouettes, conceived to shift effortlessly between casual and refined, find in him an honest interpreter, a presence that inhabits rather than performs the clothes. In this sense, the collection becomes the ultimate spring capsule, where each piece exists in dialogue with the next, and versatility reads as a form of quiet luxury. It is clothing designed not only to resolve, but to elevate.
Conceived as an intimate casting titled Le Casting, the campaign expands this vision by presenting Neves beyond the pitch, painting, dancing, exploring music, or absorbed in a game of chess. Removed from athletic cliché, what emerges is a multi-layered portrait that reinforces AMI’s core belief that style lies not in performance, but in authenticity. The collection does not impose itself; it is shared, and within that gesture lies its most refined expression.
Discover the AMI Spring 2026 campaign below:
