Ami Paris heads into spring 2026 with João Neves as the face of its latest campaign, a choice rooted in character. The Paris Saint-Germain midfielder appears throughout “Le Casting,” an advertisement that shifts attention away from football and toward the qualities that have made him one of the sport’s most admired young figures.
João Neves for Ami Paris Spring 2026 Campaign
Ami presents Neves as a painter, musician, chess player, and dog lover, building a portrait of a young man whose curiosity extends far beyond the pitch. The approach reflects Alexandre Mattiussi’s long-standing interest in people over personas, and in the values of friendship, humility, and connection that have shaped the house since its founding.
The collection itself continues that philosophy through a wardrobe made for everyday life. Trench coats, suede overshirts, and lightweight windbreakers provide the foundation, while argyle knit vests, collegiate stripes, and reworked plaid patterns introduce a familiar warmth.
Layering plays a central role, with piqué polos, long-sleeve tees, and jersey separates worn beneath outerwear and paired with wide-leg shorts or relaxed trousers. A palette of fir green, camel, chocolate, white, gray, and soft yellow ties the pieces together.
Ami proposes a collection assembled through combination, where clothing works collectively in much the same way Neves describes the best teams, a group of distinct parts made stronger together.
The runway collection Mattiussi staged at Place des Victoires sets the stage Neves now steps into, with the larger silhouettes and weathered greens and creams of the spring 2026 show carrying through into the campaign wardrobe.
