Fashion

AMI SS23 IN SEOUL


By Roisin Breen

Last night, on October 11that 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 f.AMI.ly. I will never forget the warmth with which our Korean friends and customers have welcomed us when we first started, and 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,” said Alexandre Mattiussi, AMI’s Founder and Creative Director. 

The 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.

Gwanghwamun Square is an iconic part of the city – to locals and visitors alike – with the Bukaksan mountain providing a splendid backdrop. 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 sitting on wooden stools coated with traditional Korean black lacquer – custom-made by Jungmo Seungyeon, a Seoul-based design studio. 

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

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

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. 

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. 

The brand continued to embrace its distinct joie-de-vivre and Parisian soul. The SS23 collection was rich, sexy and eclectic, with a deliciously retro 60s vibe. The collection, in AMI’s trademark versatile color palette, perfectly captured 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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