THANK YOU FOR BEING A FRIEND
A message of gratitude and a global campaign to honor 15 years of Ami Paris
“Fifteen years ago, I presented the first Ami Paris collection. It was born from a desire to build a quintessentially Parisian wardrobe, especially for my friends, who at that time couldn’t find anything that was at once simple, elegant, and made with love. I decided to call the brand “Ami” after my initials and also the French word for “friend.” And this has always been my intention: to create a relationship of friendship with the people who wear the pieces I design – a rare connection, founded on sincerity and shared values. This year, we aren’t celebrating a specific anniversary, because Ami Paris is always evolving and looking ahead. I just think it’s the right time to express my gratitude to all the people who have been close to me. It’s my own message, but it belongs to everyone who knows what it means to be a friend and understands the true meaning of friendship.
THANK YOU FOR BEING A FRIEND.”
Alexandre Mattiussi
THE MESSAGE
From the very first sketch, Alexandre Mattiussi has found his spark in the values of friendship, intimacy, and trust. In 2011, inspired by his inner circle, he translated a vision of effortless sophistication into something more than just a label: a complete universe, a life project rooted in real people, shared experiences, and a love of thoughtfully crafted things. Clothing conceived as a “love-at-first-sight” find – easy, wearable, and above all, made with care. A French brand, designed in Paris and open to the world, in direct connection with people, the seasons, and the moments that define us.
THANK YOU FOR BEING A FRIEND is a tribute to the profound joy of looking at someone and saying those words. A reminder that we can always be our truest selves with the people we choose; the ones who become our family and make us feel strong, loved, and understood. A celebration of the bond that turns everyday moments into lasting memories.
THE CAMPAIGN
Words on the City
Launched on May 21, the campaign opened with a sweeping out-of-home presence across key cities worldwide. Bold, graphic, and intimate all at once, the THANK YOU FOR BEING A FRIEND message appeared on iconic urban surfaces – monuments, metro stations, billboards, and street-side spots – transforming each city into a tribute to friendship. Paris, London, Shanghai, Tokyo, and Bangkok served as the first chapters of a story told on a global scale.
The Portrait Series
The emotional heart of the campaign is a portrait series featuring 15 of Ami Paris’ closest friends – known faces from across the world who have been part of Alexandre’s journey throughout the years. Each friend is photographed in a way that is entirely, unmistakably themselves: a pose, an energy, a personality fully expressed. Intimate and warm, each portrait is paired with a sincere personal message, and all are united by a single collective refrain: THANK YOU FOR BEING A FRIEND. The series is accompanied by short individual videos, deepening the narrative and bringing each bond to life in the friends’ own words and world.
The Capsule Collection
To mark the occasion, Ami Paris has released a dedicated capsule featuring the THANK YOU FOR BEING A FRIEND message on a signature cap and t-shirt – wearable emblems of a brand that remains at its core a true celebration of friendship and togetherness.
A Season of Friendship
The program has unfolded across other activations worldwide. Photo booths were embedded in cities from Paris to Los Angeles which invited friends to capture spontaneous, unguarded moments together, under the headline “Aren’t We All Friends?“.
A dedicated Gratitude Day gathered Ami Paris’ friends for a series of intimate experiences: flowers sent, lunches shared, small gestures that leave lasting impressions.
Discover more about Ami Paris here.
Ami Paris Thank You For Being A Friend