In a world where fashion often thrives on spectacle and exclusivity, AMI Paris offers something quieter and more real. Founded in 2011 by Alexandre Mattiussi, the brand redefines modern luxury through authenticity, ease, and an unmistakably Parisian attitude. It doesn’t chase trends. It captures something more elusive: the relaxed confidence of everyday life, dressed with charm.

The name AMI blends Mattiussi’s initials with the French word for “friend,” reflecting a spirit of warmth and community. The brand feels personal but universal, refined but never pretentious. Its aesthetic lives in the space between tailored menswear and casual ease, from a wool coat with sneakers to a crisp shirt with loose denim. Always simple, always sharp.

Before launching AMI, Mattiussi worked at Dior, Givenchy, and Marc Jacobs. That heritage shows in the cut and quality of his designs. But what sets AMI apart is how grounded it feels. His muses aren’t icons or models, they’re his friends. Real people with real lives, dressed in real clothes.

The “Ami de Cœur” logo, an A with a red heart, has become a visual signature across collections. More than branding, it signals emotion: kindness, sincerity, and quiet self-expression. AMI’s clothes are meant to be lived in. They’re luxurious not because they’re loud, but because they’re well made, considered, and rooted in real-world style.

From Paris to New York, Tokyo to Seoul, AMI has grown into a global brand while staying emotionally grounded. Collaborations with names like Puma, Moncler and Smiley have added reach, but never diluted the message. Everything still comes back to connection, to clothes that make you feel confident without needing to prove it.

AMI doesn’t shout. It doesn’t sell fantasy. It dresses real people for real life, and that might just be the most modern form of luxury there is.