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AMI DE COEUR
Spring Summer 2018
Ami de Coeur, translated literally as ‘AMI of hearts’, is a play on words,referring to the ‘Ace of hearts’ and standsfor the young, playful and carefree nature of the AMI guy.
The monogram is personal to Alexandre Mattiussi, and originates from the symbol thathe typically uses at the end of cards and notes he writes to his friends.It captures the relaxed, friendly nature that is at the heart of his approach to the brand.