A scarf pulled up to the chin becomes the defining gesture of the Ami Paris’ Ami d’Hiver campaign. The outing turns Place des Victoires into a snow-covered stage for holiday dressing. Photographed by Bruno Staub, Jack Wardill and Farah Nieuwburg inhabit the square that houses the brand’s headquarters and new Paris boutique. Bundled into Ami clothes, the models make the cold look positively inviting.
Checked overcoats gain softness from oversized scarves, while relaxed jeans and trousers give the layers above them space to breathe. A white scarf wraps high around Jack’s face, its scale lending a little humor to an otherwise straightforward coat-and-denim combination. Red and cobalt accessories bring flashes of color to the snowy setting, making practical winter additions the most expressive parts of the wardrobe.
For Alexandre Mattiussi, the red beanie also has a personal history, reaching back to one he has worn since childhood. That small connection gives the campaign’s holiday nostalgia something tangible. Amid the fantasy of Paris under snow, Ami finds its warmth in the things people pull on before stepping out to meet someone.
Ami Paris Ami d’Hiver Campaign
Individual character also shaped Ami Paris’ fall-winter 2026 campaign, photographed by Karim Sadli with an eclectic menswear cast.
