
Ami To Present Physical Fashion Show At Paris Fashion Week
AMI Fall 2020 Ready-To-Wear.
PARIS, FRANCE — Rising independent fashion label Ami, known for updating French style â will present a runway show for the upcoming ready-to-wear fashion week in the French capital. Ami‘s designer Alexandre Mattiussi, just made announcement.
âI believe that fashion shows continue to serve as the magical rendezvous for presenting a collection,â Mattiussi said to WWD in a phone interview.Â
âEven if the digital realm can serve to reinforce a creative and artistic message, I believe that the surprise of a fashion show, for the public, for the teams that work on the collection, the consumers, and people who observe us from the outside â fashion shows remain an exceptional rendezvous,â he said.Â
The label decided to sit out the July menâs shows, which were shifted to the online sphere. âWe preferred to wait and see how things would evolve, and then sign up for the womenâs fashion week,â Mattiussi said, giving them the time to think about how to present the collections. The lineup will be coed, with both menâs and womenâs looks, as is customary for the brand.
âA fashion show, yes, even if conditions are unusual,â Mattiussi described the decision process.Â
âThere will be fewer people, thatâs for sure, but itâs above all the occasion to show the collection on models â on real people, in movement â and show our work, which merits being seen in action during this unusual period,â he added.
âItâs also an opportunity to show our work to a public that might not necessarily be present during menâs fashion week, to meet new people, new journalists, new clients, people who donât necessarily know us yet,â continued the designer.
âThe fashion show remains each year, twice a year, the perfect way to present our work,â he concluded.
This seasonâs plans donât mark a permanent shift to the womenâs calendar, explained Mattiussi. Even if the current environment makes it difficult to project definitive plans for the future, the idea is to return to the menâs calendar in January.
âEconomically, we are more anchored on the menâs calendar, it makes more sense for us, in terms of the lifespan of our collections and for taking time to do things well and to take time to sell our clothing well rather than chasing after discounts,â noted Ami chief executive officer Nicolas Santi-Weil. Â
With plans to hold the show outside, thereâs a risk with the weather, admitted Mattiussi, who noted heâs lighting candles in hopes for no rain.
Street casting is on the cards â young and old, and from the labelâs circle of friends. âIt will be a bit like a family celebration,â  he said.Â
Itâs also a chance to return to the essentials.
âThrough this crisis, weâve been asking a lot of questions about the necessity and usefulness of fashion shows, of all these things being created that are costly. We think, first of all, that clothing remains essential. That our message is essential. We are a house of a human size, we work with passion with collaborators and producers that are respectful of the work we do together â we wanted to highlight this,â said Mattiussi.
Itâs an important anniversary year for the brand, as he pointed out. Ami is celebrating its ninth year, and nine is the designerâs lucky number â he has it tattooed in Roman numerals on his wrist.
âAmi remains a brand that is fundamentally and profoundly Parisian â the idea is to celebrate this with the fashion show and thank people who follow us and who love us, the producers, the artisans, that work with us. Itâs a big moment of celebration, a bit like an end of year production,â he described it.
âThe idea is to show the collection with all the poetry and magic that weâve always been used to relaying â itâs a new chapter in our history,â Mattiussi said.
AMI Fall 2020 Menswear.
AMI Fall 2020 Ready-To-Wear.
AMI Fall 2020 Menswear.
Photos Credit: Alessandro Lucioni / Gorunway.com
Source: WWD