Water, the core of AMI’s Spring-Summer 21 campaign, mirrors the setting and story of its latest show, staged on the riverbanks of the Seine in the heart of Paris, last October.

The main characters play their part in a minimalist, enigmatic and intimate atmosphere. The campaign’s shots, both in color and black-and-white, perpetuate the theme of a group performance, an ensemble cast.

Influenced by the aesthetic and visual codes of Richard Avedon and Irving Penn’s imageries, the campaign marks the third collaboration of AMI with photographer Michael Bailey-Gates.

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