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Ami to show fall collection digitally on March 11

By Kristopher Fraser

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Fashion

While brands at the upcoming Paris Fashion Week are showing in different ways from virtual to in-person shows, Ami has announced they will be showing their collection digitally on March 11, right after the official Paris Fashion Week season is over. The news was reported by WWD.

Alexandre Mattiussi, founder and creative director of the brand, decided to take this approach after realizing he would not make the deadline for the Paris Fashion Week calendar between production and other technical aspects of showing his collection. This upcoming collection marks the 10-year anniversary of his Ami.

Mattiussi knew he would not be able to produce a men’s show in time for January, but had high hopes for making the March Paris Fashion Week calendar. Instead, he will be shooting a video behind a closed-door session in Paris in line with France’s COVID-19 guidelines.

Ami is working on brand growth after an investment last year from Sequoia China Capital. Mattiussi is focusing on international brand growth for this next decade.

photo: via amiparis.com

Alexandre Mattiussi
AMI