On October 11th at 7pm KST in Seoul, AMI presented its Menswear and Womenswear Spring-Summer 2023 collection in an outdoor fashion show on Gwanghwamun Square – its first international show post-pandemic.

« Seoul and South Korea are very much a part of our extended I will never forget the warmth with which our Korean friends and customers have welcomed us when we first started, how quickly they have embraced AMI, its Parisian spirit and codes. Seoul is a city where a very special dichotomy reigns, a place where ancient traditions and modernism cohabit, with an amazing energy and an outstanding sense of style.

This show is a way to thank our Korean friends for their fidelity, and at the same time it is an honor to be able to present our collections outside our Paris hometown to such an avant-garde and passionate audience . »

Alexandre Mattiussi, AMI’s Founder and Creative Director

The Concept and the Set

AMI’s Men and Women Spring-Summer 2023 collection was presented in an exclusive show on Seoul’s Gwanghwamun Square a few moments after the sunset. A guest brand of Seoul Fashion Week, AMI showcased its Spring-Summer 2023 collection on the first day of the official calendar. The Seoul Fashion Week is taking place in person again this fall, following over two years of scaled-down events due to the pandemic.

The show took place on Gwanghwamun Square, an iconic place of the city -to locals and visitors alike-, with the Bukaksan mountain as a splendid background. The runway, made of black wood with a slight mirror effect, was set up on the lawn in the center of the square, merging modernity and tradition. The guests witnessed the show from the sides while seating on wooden stools coated with traditional Korean black lacquer – custom-made by Jungmo Seungyeon, a Seoul-based design studio.

Alexandre Mattiussi’s wish was to transpose the concept in Seoul, to show the collection in an outdoor location with a strong cultural and sentimental signification, where once can feel the spirit and vibe of the city.

The AMI Spring-Summer 2023 show in Seoul has followed the recent inauguration of the brand’s first South Korean flagship store, located in the upscale shopping and art district of Garosu-Gil.

The Casting

A variety of personalities took to the catwalk: established models included Hyun Ji Shin and Xumeen, together with Tae Min and Sungjin. Just as in every Parisian show from AMI, the casting was a deliberate mix of both professional and amateur models, as the familiar faces mixed with the brand’s signature street-casted models and up-and-coming faces from Korea.

AMI’s Friends

Among AMI’s guests at the Spring-Summer 23 fashion show in Seoul were the newly named Global House Ambassador Wooshik Choi, French actress and friend of the house Isabelle Adjani, as well as Manu Rios and Vinnie Hacker, who traveled to South Korea to be with Alexandre Mattiussi at the show, together with other Korean friends from the worlds of music and acting such as The 8 and Jun from the K-pop group Seventeen, In Youp Hwang and Jihu Park.

Ahead of the event, Korean members of the, including the K-pop band Enhypen as well as the actors Jihu Park and In Youp Hwang, took part in a series of digital activations with AMI, aimed at teasing the show to their communities and followers around the world.

The Collection

The Seoul show featured AMI’s Men and Women Spring-Summer 2023 collection, completed for the occasion with exclusive additional pieces, specially designed for the South Korean market.

The brand continues to embrace its distinctly joie-de-vivre essence and Parisian soul. The Spring-Summer 23 is rich, sexy and eclectic, with a deliciously retro vibe of the 60s. The collection, in AMI’s trademark versatile color palette, perfectly captures the iconic allure and free-spirited mood of Paris and the people who live there. Shapes are pure and uncomplicated, refreshingly graphic in cut and proportion, whilst maintaining the clear DNA of AMI, true to the tradition of the brand.



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