Step into Ami Paris’s shop on Place des Victoires in Paris and you may find someone unexpected working behind the counter: Catherine Deneuve. The iconic French actor is a longtime friend of the brand, and for this year’s Ami D’Hiver campaign, the star embraces a new on-screen role, assisting shoppers with humor and glamour alike.
An homage to the joy and generosity of the holiday season, the wintry campaign honors three simple pleasures: welcoming, coming closer, and giving. In a series of playful, slightly peculiar scenes, director Loïc Prigent shines a light on the humor of holiday shopping. With Deneuve offering advice and doing her best to calm the chaos, delightful comedy ensues.
In the campaign’s second chapter, the childhood wonder around the holiday season comes to light. Embracing the curiosity of a child pressed up against a store window, a set of portraits photographed by Bruno Staub captures Parisians crossing the snowy Place toward the inviting glow of a familiar shop. Bundled against the cold, the warm light of the boutique invites them inside.
“Ami’s values are universal,” shares creative director and founder Alexander Matiussi. “Kindness, brotherhood, friendship of course, love — everything good that we offer one another.” During the holiday season, those values feel especially pertinent, through time spent together and the art of thoughtful gifting.
At the heart of the campaign is the collection itself, an assortment of easy layers, generous knits, and cozy accessories that add a cool touch, even when dressing for the cold. Core styles, including a wool sweater and alpaca beanie inspired by Matiussi’s own childhood, nod to the nostalgia felt deeply during the holiday season.
Whether you’re searching for a gift for someone special, or a style that offers warmth on the coldest days of the year, the Ami d’Hiver collection is a natural place to begin. As Deneuve proves, there is something comforting about slipping into a festive wardrobe that celebrates your style while also honoring the lifelong joy of gifting comfort to the ones that matter most.
