Emirates Man SS21 – Download Now
As Alexandre Mattiussi’s label, AMI is an ode to elegant tailoring, he tells us what inspired him to launch his own brand while implementing life-lessons learned.
What inspired you to launch AMI your own label?
Before founding AMI, 10 years ago, I worked for some luxury brands such as Dior and Givenchy. I feel lucky to have been a part of these firms and I’m very grateful for the lessons I’ve learned. But there was always that need to do more, to go further and at the same time, I realized that there was something missing within the market. That’s when I decided to give myself a year to create something and AMI was born on a piece of paper in my mind. AMI, a sincere and honest brand is a French label, conceived and designed in Paris created in connection with reality and with people’s real life. I’m happy to say that AMI still holds true to its notion 10 years later.
Tell us about the creative process for you?
Every collection is different but a part of the same story, like a new chapter of a book. Sometimes I start where I left the previous collection, taking lessons from the pieces that worked well. I also like to take into account our clients’ feedback for my design process. In any case, a collection always starts with inspiration and within my inspirations, there are always many images and people from real life, the ones who surround me including my friends and my team. I’m always inspired by Paris and Parisians, as I like to observe what happens around me.
What lessons did you gain from working with some of the main fashion houses in the industry?
My previous experiences were indeed very formative. There was obviously a lot of emphases placed on the quality of the garment in those luxury houses, which I carried down to my own brand. At Givenchy, I also had the opportunity to participate in a lot of things outside of design such as going to meetings related to marketing, production and supply. Making all the knowledge acquired during my time there was extremely useful when I started my own brand.
What is the core DNA of AMI?
AMI means friend in French and while friendship is the heart of our DNA, there are many other values that have been a part of our story ever since day one. Such as sincerity, inclusivity, joy, and Paris which is the inspiration while also being at the core of every collection.
With your clients being globe over – do you see any buying patterns based on regions or countries?
I would say that the buying patterns don’t change that much from region to region. For instance, our AMI de Coeur is incredibly successful internationally. More than a logo, it became the symbol of a community based on values of friendship, inclusivity and sincerity that resonate across borders.
How has partnering with eCommerce changed the game in terms of brand awareness and sales?
I founded AMI in 2011, back then e-commerce was starting to change the way we sell clothes, and I very quickly realized how important it was to have a strong online presence and e-shop. Hence, let’s say that eCommerce has been an essential part of AMI’s story and incredibly valuable in terms of generating brand awareness.
What have been the biggest challenges to date and how have you overcome them?
Launching my own brand was a challenge back in the day. At the very beginning, I was alone and taking care of everything which included designing, buying fabrics, accounting, contacting potential buyers and basically everything. It was a difficult time period, but it taught me the importance of being disciplined and believing in myself and my project no matter what.
How do you approach client retention and client engagement?
Social media is a great way to stay connected to the people that love and wear AMI. When it comes to clients, I like to read all of their comments and hear their feedback regarding the pieces. This way, I can know what they like from every collection and what they would like to keep wearing. Some pieces like our straight fit jeans and wool leather jackets keep coming back every season.
What is your approach to daily dressing?
I like to stay simple and comfortable. I mostly own basic pieces, some of which have been in my wardrobe for more than 10 years. For instance, I still wear the first sample of AMI jeans that we’ve ever made. It’s a philosophy that I constantly apply to our collection as I like to make clothes that last and can be work throughout the years.
Which Instagram accounts / books do you look to for inspiration?
I love Instagram as I said, it’s a great tool for communicating but it’s not through social media that I get the inspiration for my collections. My inspiration comes from everyday life, the people I see on the street, my friends and yes, also books. Mainly books from photographers, my all-time favorites are Juergen Teller and Helmut Newton, Jean-Paul Goude and Paolo Roversi.
What are your goals for AMI in 2021?
There are many exciting projects that will be unveiled this year! I would like for them to be kept a secret until the time comes but you can expect store openings, cool collaborations, and more product categories. What I can tell you is that I want to keep surprising our clients while staying faithful to the ideals that made me found AMI which is to offer a relaxed and authentic approach to fashion.
What is style to you?
Style is something inherent to each individual, this “je ne sais quoi” attached to every person’s essence, and that is not even related the fashion of the moment. In any case, the most important thing when it comes to your own style is to be elegant while staying true to yourself.
For more information on the latest collection visit amiparis.com
Emirates Man SS21 – Download Now
Images: Supplied, Photography by Michael Bailey-Gates