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Interview AMI SS23 Paris Fashion Week




On the third closing day of Paris Fashion Week, local brand AMI dedicated its show and collection to its hometown. The location – on the steps of the Sacr Cur overlooking Paris – reflected the theme, while the collection itself was inspired by Paris.

Entitled Cur Sacr, translated by Heart Sacred and an inversion of the name of the basilicas, the collection is inspired by Parisians and more particularly by the Montmartre district. In a nod to this, a 60s influence was referenced through baggy blazers, argyle knits and leather jackets. Together, the pieces celebrated AMI’s vision of Paris and also certain Parisian stereotypes.

This is my neighborhood, AMI founder and creative director Alexandre Mattiuissi told HYPEBEAST after the show. I’ve been on the hill for 20 years, it’s a place I go to most of the time. It’s a place that everyone loves, but Parisians don’t go there so often because it’s a tourist spot. I wanted to bring people back there because it’s magic. I like the idea of ​​showing Paris in a romantic and cinematic way.

Mattiussi continued the Parisian references throughout the collection. All designs depicted a different character from Montmartre, continuing AMI’s mission to create clothes for Parisians.

I always try to define the ideal of what a Parisian wardrobe is, a French quintessence in terms of style, continued Mattiussi. It was about trying to put everyone in the shoes of the Parisians living in the neighborhood. You had the cool girls, you had American tourists wearing Cur Sacr t-shirts, you had the posh, wealthy woman who might be an art dealer. You had all these characters because AMI is really about everyone. I tried to make this hyper-realistic little film, the streets of Montmartre are particularly beautiful for that.

The influence of the shows went far beyond the collection, with the set design and casting also referencing the city. The show was opened by Audrey Tautou, arguably best known for playing the main character in the film about Montmartre. Amelie, in front of a series of high-profile models, including Kristen McMenamy, Cara Delevingne, Paloma and Sage Elsesser, Precious Lee and Mona Tougaard walked alongside street models and up-and-coming models. The cast, location, and collection all added up to create Mattiussi’s homage to the city he lives in.

“I’m in love with Paris, it’s my favorite city in the world, a place I’ve called home for 24 years,” he said. I feel so grateful every morning. Even when you’re not feeling very well or feeling a little moody, Paris always offers you beauty that makes you feel very good. It’s a love letter to Paris.

For more from Paris Fashion Week, go behind the scenes at Bianca Saunders’ show.




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