Fashion

Riffing on the idea of tourists enjoying the sun at Paris Plages – the temporary beach set up beside the Seine during summer in the French capital – for SS18 AMI founder and designer Alexandre Mattiussi created his own temporary beach inside the Cité de la Mode, as models walked across hot pink sand – a homage to iconic track La Vie en Rose.

Expanding that vision, Mattiussi’s new campaign video (exclusively premiered here) documents a group of young guys in Montmartre. To the beat of Darkstar’s Stoke the Fire, the model gang can be seen taking in the Parisian sights, climbing lampposts and hanging out in the sun while wearing the AMI SS18 collection, including a t-shirt adorned with the phrase ‘Wish You Were Here’ – you’re preaching to the converted, Alexandre.

Watch the film below.