AMI unveils its Spring-Summer 2025 campaign, and it’s pleasantly Parisienne. Shot by Rahim Fortune in the historical Place des Victoires and Place des Petits Pères, the campaign highlights a setting evocative of the line’s sartorial influences. 

Set against an eternally spirited backdrop, the campaign is a bona fide ode to every facet of the Parisian lifestyle: its cobblestone streets and sweeping boulevards, its bustling populace and its Haussmannian architecture. A dynamic epic of the city’s urban appeal, each visual captures the collection’s laidback elegance as models Iselin Steiro, Junyeong Baek and Aker Ajak strut past limestone facades and wrought iron balconies. Photographed by American photographer Rahime Fortune, the campaign marks the photographer’s second collaboration with AMI, his first having featured a stunningly stylish Whoopi Goldberg. 

Photographed within a set of frames reminiscent of Midnight in Paris, AMI’s cast roams the boulangeries in bespoke trench coats and prowls the city’s avenues with the Carrousel bag in tow. Stylish passers-by embellish each scene, drenched in the tones of AMI’s signature palette. Tailored pieces ー aforementioned trench coat and bermuda shortsー are brilliantly offset by the more casual silhouettes characteristic of baggy jeans and wide-collared tops. Soft cotton, poplin and denim take on the label’s distinctively delicate hues, and lightweight wool marries a refined comfort with flawless functionality. And with a peek at the understatedly elegant Carrousel, AMI’s latest leather accessory, the SS25 campaign comes to a lavishly practical head. 

The Spring-Summer 2025 collection is available at amiparis.com and in AMI boutiques worldwide.