AMI Spring 2024 Campaign: Modern Minimalist Chic

The Fashionisto

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Published February 27, 2024

AMI unveils its striking spring-summer 2024 campaign.Pin
AMI unveils its striking spring-summer 2024 campaign. Photo: Luis Alberto Rodriguez / AMI

Set against the cinematic glow of a private gathering of models, the AMI spring-summer 2024 campaign unfolds as a visual narrative that is both nostalgic and forward-looking. The advertisement captures a group of friends bonded by threads of affection and style as they navigate through moments as emotionally rich as they are aesthetically captivating.

The campaign, lensed by Berlin-based photographer Luis Alberto Rodriguez, draws inspiration from the enigmatic moods of film auteurs like David Lynch and David Cronenberg, weaving in a narrative that is both familiar and otherworldly.

AMI Spring/Summer 2024 Campaign

Apolline Rocco Fohrer and Zaram Obasi appear in AMI's spring-summer 2024 campaign.Pin
Apolline Rocco Fohrer and Zaram Obasi appear in AMI’s spring-summer 2024 campaign. Photo: Luis Alberto Rodriguez / AMI

AMI’s well-poised cast includes Sang Woo Kim, Saul Symon, Zaram Obasi, Julia Nobis, Selena Forrest, and Apolline Rocco Fohrer. As the subjects of this striking campaign come to the fore, the clothing they adorn tells a story of ’90s minimalism reimagined.

Garments are deceptively simple yet carefully structured; fluid shapes complement defined shoulders, creating silhouettes that are a tribute to the era’s iconic clean lines while breathing modern sophistication. The season indulges in a dichotomy of textures and forms—from the shimmer of sequined embellishments to the understated luxury of tailored suits.

Dreamy neutrals take the spotlight for AMI's spring-summer 2024 campaign.Pin
Dreamy neutrals take the spotlight for AMI’s spring-summer 2024 campaign. Photo: Luis Alberto Rodriguez / AMI

AMI’s sartorial vision this spring is a dance between the delicate balance of form and function, a collection that evolves with the wearer’s narrative.

The campaign’s allure lies in its ability to transcend time—a series of captivating visuals that draw from the past yet sit comfortably in the contemporary wardrobe. Each piece, whether it’s the sharp cut of a blazer or the effervescent sparkle of evening wear, is designed to be more than a garment—it’s a character in the wearer’s personal story.

Sang Woo Kim fronts AMI's spring-summer 2024 campaign.Pin
Sang Woo Kim fronts AMI’s spring-summer 2024 campaign. Photo: Luis Alberto Rodriguez / AMI

As the collection moves from shadow to light, it reinforces the themes at the heart of AMI: love, friendship, and a welcoming inclusiveness that defies boundaries.


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