AMI Paris stages show, opens first store in Seoul

AMI Paris stages show, opens first store in Seoul

Translated by

Nicola Mira

AMI Paris flew to South Korea earlier this week, returning to its practice of staging international shows, as it first did in Shanghai in 2019. As special guest of Seoul Fashion Week, the French label’s founder and designer Alexandre Mattiussi

The AMI show took place on Gwanghwamun square – AMI Paris

The show was staged outdoors after sundown, when night was falling on Gwanghwamun square, one of the South Korean capital’s most popular destinations. Among AMI’s guests at the show were Wooshik Choi, the label’s new global ambassador, Isabelle Adjani, US TikToker Vinnie Hacker and Spanish actor and model Manu Rios, as well as several Korean musicians and actors, as AMI stated in a press release.
The collection, eclectic and sexy, is inspired by the 1960s, capturing, as AMI often does, the allure and carefree spirit of Parisian men and women through simple, cool silhouettes, consisting of easy-to-wear, interchangeable items with cheerful patterns and colours. For this show, Mattiussi designed a number of new looks exclusively dedicated to the Korean market, integrating the label’s summer wardrobe he unveiled in Paris in June.

The show was also the opportunity for AMI to celebrate the opening in Seoul’s Garosu-Gil commercial and art district of its first flagship store in South Korea.

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