Ami Paris Says Thank You to Friendship with a Capsule Collection

Luxury fashion often leans on heritage. Ami Paris prefers human connection. To celebrate its 15th anniversary, the Parisian label has launched THANK YOU FOR BEING A FRIEND, a global campaign that reflects the values Alexandre Mattiussi has championed since founding the brand in 2011: friendship, authenticity and understated style.

Those ideas have always shaped Ami's appeal. Rather than chasing fashion's louder moments, the brand has built a wardrobe around effortless tailoring, relaxed silhouettes and the kind of pieces men instinctively reach for. It's clothing that feels considered without appearing overworked – a formula that has earned Ami a loyal following well beyond Paris.

The anniversary campaign takes that message onto the streets. Since launching in May, THANK YOU FOR BEING A FRIEND has appeared across landmark locations in Paris, London, Shanghai, Tokyo and Bangkok, turning billboards, metro stations and public spaces into declarations of gratitude rather than advertisements.

The accompanying capsule collection keeps things equally restrained. A classic T-shirt and signature cap feature the campaign's central message, transforming a simple phrase into wearable branding that feels more personal than promotional. It's a smart reminder that the strongest menswear often communicates attitude through simplicity rather than excess.

Beyond the collection, Ami has extended the campaign through a series of global activations. Photo booths appearing in cities from Paris to Los Angeles encouraged friends to capture candid moments together beneath the question, "Aren't We All Friends?", while a dedicated Gratitude Day saw the brand mark the occasion with shared lunches, flowers and thoughtful gestures for its extended community.