Set towards the cinematic glow of a non-public gathering of fashions, the AMI spring-summer 2024 marketing campaign unfolds as a visible narrative that’s each nostalgic and forward-looking. The commercial captures a bunch of associates bonded by threads of affection and elegance as they navigate by way of moments as emotionally wealthy as they’re aesthetically fascinating.
The marketing campaign, lensed by Berlin-based photographer Luis Alberto Rodriguez, attracts inspiration from the enigmatic moods of movie auteurs like David Lynch and David Cronenberg, weaving in a story that’s each acquainted and otherworldly.
AMI Spring/Summer season 2024 Marketing campaign
AMI’s well-poised forged contains Sang Woo Kim, Saul Symon, Zaram Obasi, Julia Nobis, Selena Forrest, and Apolline Rocco Fohrer. As the topics of this hanging marketing campaign come to the fore, the clothes they adorn tells a narrative of ’90s minimalism reimagined.
Clothes are deceptively easy but fastidiously structured; fluid shapes complement outlined shoulders, creating silhouettes which can be a tribute to the period’s iconic clear strains whereas respiratory fashionable sophistication. The season indulges in a dichotomy of textures and kinds—from the shimmer of sequined gildings to the understated luxurious of tailor-made fits.
AMI’s sartorial vision this spring is a dance between the fragile steadiness of kind and performance, a collection that evolves with the wearer’s narrative.
The marketing campaign’s attract lies in its means to transcend time—a sequence of fascinating visuals that draw from the previous but sit comfortably within the contemporary wardrobe. Each bit, whether or not it’s the sharp lower of a blazer or the bubbling sparkle of night put on, is designed to be greater than a garment—it’s a personality within the wearer’s private story.
As the gathering strikes from shadow to mild, it reinforces the themes on the coronary heart of AMI: love, friendship, and a welcoming inclusiveness that defies boundaries.
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