AMI Paris is the Parisian fashion brand founded by Alexandre Mattiussi in 2011 — positioned as ‘elevated casual luxury’ at price points below Celine or Loewe but above conventional contemporary brands. The brand’s defining motif is the ADC logo (Amis de Coeur, ‘friends of the heart’) — a stylised heart with the initials A and M intertwined, applied across T-shirts, hoodies, bags, and accessories. Available from ami-paris.com, Farfetch, SSENSE, Selfridges, and at AMI boutiques globally. AMI Paris is not currently in The Brands Villa’s product range. For luxury bags with worldwide duty-paid shipping, The Brands Villa bags collection covers the full range.
Alexandre Mattiussi and the AMI Identity
Alexandre Mattiussi grew up in Paris and worked at Givenchy, Marc Jacobs, and Dior before founding AMI in 2011. The brand name stands for ‘ami’ (French for ‘friend’) and the name captures the brand’s positioning: friendly luxury — fashion that is high quality and Parisian but approachable rather than intimidating. The ADC (Amis de Coeur — ‘friends of the heart’) logo is the brand’s most recognisable element: a heart with intertwined letters that appears as a subtle logo on knitwear, a large graphic on T-shirts, and as hardware on bags.
AMI Paris Bags, Hoodies, and Price Points
AMI Paris bags range from the small ADC logo crossbody bag to structured tote bags at approximately $200-$600. The ADC hoodie ($300-$450) and the AMI de Coeur T-shirt ($150-$250) are the brand’s most purchased products globally. The price positioning sits above Sandro and Maje (the French contemporary tier) but below Saint Laurent and Loewe — making AMI a popular entry point for buyers who want a Parisian luxury label at an accessible price.
AMI Paris Sale and Where to Buy
AMI Paris is available from ami-paris.com, Farfetch, SSENSE (which runs seasonal sale events including AMI), Net-a-Porter, Selfridges, and at AMI Paris boutiques (Paris, London, New York, Tokyo, Seoul). End-of-season sales at Farfetch and SSENSE include AMI at 20-40 per cent off.
What is AMI Paris?
A Parisian fashion brand founded by Alexandre Mattiussi in 2011. Known for the ADC heart logo, elevated casual luxury, and accessible Parisian fashion at below-Celine pricing.
What does ADC mean in AMI Paris?
ADC = Amis de Coeur (‘friends of the heart’ in French) — the brand’s logo and tagline. The stylised heart with AM initials is the brand’s most recognisable motif.
What is the AMI Paris bag price?
Approximately $200-$600 for AMI bags. T-shirts ~$150-$250, hoodies ~$300-$450. Available from ami-paris.com, Farfetch, SSENSE.