AMI celebrates creativity with a third artistic drop, in a limited-collection collaboration with Korean artist Novo
AMI launches the latest collection of its artistic drops’ series – a collaboration focusing on the Ami de Cœur. Every year, the Parisian brand invites an artist to design an exclusive capsule collection, in which they propose their own vision of the symbolic Ami de Cœur. This year, for the third edition, AMI has given South Korean artist Novo total creative freedom to interpret the brand’s heart-crowned trademark.
“I discovered the work of Novo when I was in Seoul last year, for AMI’s first fashion show in South Korea. I fell immediately in love with his universe, his truthfulness, the warmth of his illustrations, with his infinite imagination. The first time we exchanged, we immediately clicked and started talking about creativity, art and inspiration, as if we had known each other forever. I am incredibly happy that he is the creative mind behind our new artistic drop.“
Alexandre Mattiussi, Founder & Creative Director, AMI
“When I initially shared inspirations with Alexandre Mattiussi, he showed me his childhood photos and his beloved monkey plush. I wanted to depict AMI with a familiar object that was close at hand. This led to the creation of a monkey doll made from socks, and I completed with three-eyed smiley face symbolizing diversity. Creating an artwork while exchanging inspirations with each other is a truly joyful experience. The project has made me a new friend. We will continue to encourage each other’s growth. I think I will wear my red beanie that has my signature smiley face quite often this year.”
Novo has expressed his vision of the Ami de Cœur through the shape of a lovely, smiling monkey with a red beret. The character is depicted in a series of drawings carrying a paintbrush or AMI shopping bags, sometimes standing by the Eiffel Tower.
The collaboration features a number of iconic basics from the celebrated AMI wardrobe, reinterpreted with Novo’s delightful little character: the unisex capsule is composed of a white hoodie, t-shirt and a shirt, together with a red beanie – all adorned with Novo’s colorful Ami de Cœur Monkey.
In honor of Novo, and the unique relationship of his country and AMI, the campaign for the capsule collection was shot in South Korea. To further celebrate the launch of the AMI x NOVO capsule collection and create buzz around it, a giant balloon structure of the monkey, 3,6 meters high and 3,1 meters wide, will be set up next to the Seoul flagship store.
The capsule collection will launch on April 20th, 2023 in AMI stores and points of sale exclusively in South Korea and in Japan. It will be available for sale in the rest of the world on AMI’s online store at amiparis.com.