Ami Brand Guide
The History of the Ami Brand
Paris may be the city of love, but it’s also the city of fashion. The Ami brand was launched in 2011 by designer Alexandre Mattiussi. Mattiussi had previously been tailor trained at Dior, Givenchy and Marc Jacobs before starting his own brand.
AMI derives from the initials of the designer, who launched his first brand, also named AMI in 2002. Alexandre Mattiussi began to design shirts and t-shirts which were sold in Hong Kong and New York. However, Mattiussi soon closed the brand after it became too much to manage. When the label became established for the second time it became an instant favourite among editors and buyers with its contemporary pieces.
Mattiussi made a statement as the first male designer to win an ANDAM award in 2013. The ANDAM is a French award which recognises emerging talent in the fashion industry. From 2011, The AMI brand’s offerings have been both affordable and comprehensive, holding a range of wardrobe essentials with a nod to sophisticated Parisian style.
The AMI brand has collaborated with different brands for collections over the years, including fellow French brand Moncler. AMI x Moncler launched for AW15 in September this year and focused on smart outerwear which combined the best of both brands. Sweatshirts, blazers, and various pieces of knitwear were among the exclusive collection.
Here at Aphrodite we currently stock a wide range of pieces from laid-back tees and sweatshirts to checked shirts. A piece that has really caught our eye is the lemon t-shirt, available in both navy and grey, and boasting a unique and quirky print. Chinos are also on our website and in-store, for those who like their wardrobe to have a smart approach.