AMI Paris launches Ami d’Hiver festive campaign

AMI Paris has introduced its Ami d’Hiver campaign for the festive season, centered at Place des Victoires in Paris. The campaign features French cinema icon Catherine Deneuve, who appears in humorous videos directed by Loïc Prigent, portraying a boutique saleswoman to bring wit to the holiday shopping experience.

The campaign is divided into two chapters. The first focuses on the comedic aspects of holiday shopping, while the second, photographed by Bruno Staub, captures a wintry atmosphere with people moving through snow toward the illuminated boutique.

The Fall/Winter 2026 collection emphasizes relaxed silhouettes, generous knits, and versatile layers designed for cold weather. Creative director and founder Alexandre Mattiussi incorporated personal nostalgia into the designs, such as yellow sweaters and red beanies inspired by his own childhood.