AMI Paris S/S 2026 Paris | Page 2 | the Fashion Spot

AMI Paris S/S 2026 Paris

I think when a collection is presented in this environment and with this kind of styling, it asks for some injection of colour or texture to wake the senses. It is well made and the shows work from a marketing point of view, there really just needed that visual jolt to excite. When it’s this many shades of beige and grey, immediately you kinda think “does this need a show” due to the plainness.
I think that the only brand that really gets away with a minimal colour palette on the runway is Courreges and that's because the black and white combo delivers a very strong visual contrast. Meanwhile, beige and grey are intentionally made to disappear in a way, especially in a European context. Fair skin is beige, fair hair is beige, the streets we walk on are often grey, urban architecture is often a combination to the two colours.
That being said, what he does he does well. And it’s incredibly French. Jacquemus to me is more Mediterranean than actually French, which is bit of a short coming in the end because he gets muddled aesthetically clothes wise which contradicts the visuals a lot. Plus it highlights his laziness. AMI reads more as in the field, assertive, on the go, wardrobe staple and pragmatic. Jacquemus by comparison is always on holiday, and a little checked out.
Jacquemus and AMI are two very different brands at their core. AMI is much closer to Lemaire in terms of the heavy centering of reality of the wearer, while Jacquemus uses the typical escapist elements of classical HF to define itself. I'll argue that the menswear shares a clientele due to the similar product offering and price point, but the AMI woman will never be a "Bomba de Jacquemus" or vice-versa.
 

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