AMI Blazes a Trail at Shanghai Fashion Week
It was to be Parisian label AMI’s first overseas show, so where better to stage it than the “Paris of the East”: Shanghai. Some of the hottest pieces shimmering down its Spring/Summer 2020 runway were the Swarovski-emblazoned casuals specially designed for the show by founder and creative director Alexandre Mattiussi. No surprise that all were a hit with fans eager to “see now, buy now”.
For viewers watching the runway live-stream on Instagram, Facebook, Weibo, TMall and amiparis.com, as well as traditionalists lucky enough to bag an IRL front row seat, AMI’s Spring/Summer 2020 collection was a highlight of Shanghai Fashion Week. Indeed, people viewing it from China on October 12 were quick to shop the more exclusive pieces online as soon as they hit their screens.
These highly desirables consisted of a “collection-within-a-collection”: a hoodie, sweatshirt and t-shirt, all sporting the AMI de Coeur logo in scarlet crystals. Relishing the luxury tradition of French couture, yet relaxed with the easy chic of athleisure, these pieces paid tribute to the two cities with high-impact red, signifying joy and luck in China, and a delicate dusting of crystals evoking the celebrated “City of Light”. When the occasion demands nonchalant elegance, this is a go-to ensemble.