The Parisian brand, Ami, has launched its Fall/Winter 25 campaign centered around a theme of ordinary moments in the lives of a range of street-casted individuals. The campaign features a diverse, eclectic group captured through a series of portraits “celebrating no more than the joy of being,” according to Ami. 

With 24 people ranging in age from ten to 72, “the numerous protagonists of this campaign are everyday people immortalized by the camera in a moment of their daily life, in their environment.” Descriptions of the chosen models throughout the campaign’s portraits reveal a mixture of professions, and include artists, dancers, students, parents and retirees.

“Portraits d’Ami” was shot by photographers, Angelo Pennetta and Hedi Stanton, and infused with the vision of Alexandre Mattiussi, the brand’s founder and creative director. All images are shot in Paris capturing a variety of locations which move between energetic streets to private apartments. A relaxed confidence is conveyed through the images where elevated textures standout, including satin, leather, shearling and cashmere. The season’s collection emphasizes oversized coats and lived-in looks embracing neutral tones. Bandanas in blouses and dresses resemble the elegance of scarves. The campaign strives for — and achieves — this authentic expression of simple, intimate moments in life.