Ami hosted its first fashion show outside of France
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On October 12th, in Shanghai, AMI hosted its first fashion show outside of France. Held during Shanghai Fashion Week, the show was the key moment among the events held by the brand in China. A homage of the ties between Paris and China, it marked the takeoff of AMI’s Asian Thrust, a series of celebrations throughout the continent, led by Alexandre Mattiussi.
In attendance at the show, a large number of Chinese personalities, from the fashion and creative crowd, together with A-list personalities and early adopters of the brand.
The fashion show was live streamed on AMI’s social networks and Chinese e-commerce platforms, reaching a global audience in and out of China.
The Shanghai show featured a unique collection, composed of 45 menswear and womenswear looks, featuring exclusive pieces specifically designed for the occasion by Alexandre Mattiussi. These collector items, part of which were developed in collaboration with Swarovski®, share one symbolic color, red, the symbol of joy, luck and celebration in China.
A See Now, Buy Now feature allows viewers in the Chinese region to buy or pre-order these pieces online immediately after the show, on the brand’s e-commerce platforms (Tmall, WeChat, amiparis.com/cn)
“Shanghai is a fascinating city, I love its dynamism, the bubbling mix of Oriental and Occidental influences. AMI’s first fashion show outside of our beloved Paris is a great milestone for us: hosting it in Shanghai is our way to thank and celebrate the city and the country, and all our friends here.”
Alexandre Mattiussi, AMI’s creative director and founder.
“From the start, China has been a leading actor in the expansion and growth of AMI in the region, but also on a global scale. It felt only natural to host our first fashion show abroad in Shanghai. We are very happy to gather here for this special occasion, with all our partners in China.”
Nicolas Santi-Weil, AMI’s CEO