Behind the AMI brand, there is a lover of cinema and Paris. This love, Alexandre Mattiussi – its artistic director – owes it to the eternal Catherine Deneuve, who is enjoying these days as the face of Deja Vu, the latest accessory in her collections symbolically launched for the ten years of the label.
Catherine Deneuve’s romance with cinema is as divine as with fashion. Resplendent in the front row of spring-summer 2022 fashion week last September, (especially in her red and black ensemble at Saint Laurent or very chic at Louis Vuitton), she poses, more Parisian than ever for the house AMI than she is. love so much. Hanging from his arm was the Deja Vu bag, with its vertical quilting and wooden handle, as if it had always been there.
The accessory already has the soul of a great classic and perfectly captures the sophisticated spirit and elegance of AMI. Catherine Deneuve, icon, muse and embodiment of grace and French attitude, takes to heart this tailor-made role of muse. Immortalized by American photographer Michael Bailey-Gates (who is collaborating with AMI for the fourth time), the campaign shots evoke the stills of film scenes. Filming in one of Paris’s iconic brasseries reinforced the artistic aspect of the script.
The design of the bag is instinctive and pragmatic. “Its volumes, its distinctive codes are attractive, easy to interpret: quilting, rounded wooden handle, rectangular clasp catch the eye and accentuate the practical elegance, the” heritage “aspect of the bag, explains one at AMI. A bag that could have already existed in decades past – hence its name, Le Deja-Vu, for the delicious and confusing feeling of having already experienced this sensation. “
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