A common criticism of the fashion system today, is that of the highly paid creative director positioned in an ivory tower, designing overly conceptual or achingly unwearable garments for the runway, unsuitable for the everyday consumer and the shop flo...
before launching his own brand – effusively explains. In person, the charming, affable and laid back founder is a reflection of the aesthetics of his own label, nonchalantly dressed when we meet in London’s Mayfair, at Ami’s Duke Street store, in a dark denim shirt and chunky Nike trainers. ‘I like fashion that’s creative, accessible and democratic,’ he adds.
Accessibility is at the forefront of Ami’s autumn collection, as for A/W 2019 the label has launched it’s first fully fledged womenswear collection – an offering of classic, streetwear-subverting staples with a soupçon of Left Bank style, which were presented as part of the brand’s runway show in January.
‘It’s funny; after the show, men were sending me Instagram messages asking me not to launch womenswear,’ Mattiussi laughs. ‘They want to protect Ami!’ Its menswear fans need not fear. Ami’s womenswear subscribes to an androgynous aesthetic, aimed at women who feel most comfortable in their boyfriend’s shirts or jumpers, who favour an oversized fit and have a flair for suiting fabrics.
Caroline de Maigret, the epitome of nonchalant French chic was one of the first women to wear Ami, and Mattiussi estimates that one in four women have been buying pieces from the brand for seven years, mainly opting for its ‘coats, shirts and trousers’.
Ami’s A/W 2019 collection is available to buy exclusively at the brand’s Duke Street outpost in London, and at Liberty and Matchesfashion. The pieces on offer bring a subtly sexy, chic and refined ideal of bourgeois Paris – also a notable trend on the women’s autumn catwalks. ‘The show was very much about the brand’s home city,’ Mattiussi says.
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