Summer Is Forever In AMI's Newest Campaign

Summer Is Forever In AMI's Newest Campaign

Summer Is Forever In AMI's Newest Campaign

Escape to a world run by friendship and freedom in the Parisian brand's spring-summer 2022 campaign

Escape to a world run by friendship and freedom in the Parisian brand's spring-summer 2022 campaign

Text: Anika Ljung

AMI brings luxury to new heights in their spring-summer 2022 campaign, exploring the uninhibited joys of community and adventure. Portraying a road trip between friends to the middle of the vast desert, the campaign exudes an air of mystery and ambiguity as the protagonists explore a dreamlike dimension.

Inspired by the distinct style of American indie movies and shot in southern Spain, British photographer Sam Rock transcends the cast into a state of melancholy—a nostalgic exploration of intimate bonds and infinite opportunity. The mostly black-and-white photos are shot entirely on an analog camera, enhancing the ambiguous feel of the adventure and photos.

Strong garments of tailored blazers, sleek outerwear and sophisticated feminine silhouettes are featured against the vast desert landscape. A sense of illusiveness can be felt through the ethereal campaign, its collection of garments proved suitable for both practicality and adventure.

Credits: Images courtesy of AMI

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