Camille Maquin: AMI’s Success Due to Strong Brand Resonance from its Chinese Consumers

With an iconic red heart shape, AMI - a Parisian designer brand has hence embarked on an extraordinary journey of viral expansion in Asia. Wielding its highly appreciated designing style and its growing commercialized value, captivating fashion buyers and setting a benchmark that leaves many other struggling designers in awe. 

AMI was founded by French designer Alexandre Mattiussi in 2011, positioned as a luxury designer label. It focuses on essential items such as denim jackets, shirts, and hoodies, blending vintage streetwear with minimalistic style. Renowned for its intricate details and premium quality running throughout its collections, AMI embodies a spirit of positivity and joyful living, offering a lifestyle carried by the important meaning of the brand - "friendship" in the eyes of its consumers.

AMI's denim pieces have consistently been bestsellers, and their iconic red heart logo has become instantly recognizable. Alexandre Mattiussi once expressed his desire as to cater to various dressing needs for different occasions with simple essential pieces. AMI meticulously crafts fashionable silhouettes using high-quality fabrics, and offers a wide range of color choices in every style of its basic garments.

AMI's popularity has surged in recent years especially following the resurgence of the Normcore style after Covid 19. It has garnered a dedicated following among fashion-forward young consumers in China, thanks to its versatile designs, the memorable red heart logo and approachable pricings.

In 2021, as AMI celebrated its 10th anniversary, it secured strategic investment from Sequoia Capital China, following a successful 2020 where they exceeded €50 million in annual sales. This partnership with Sequoia Capital China has accelerated AMI's global expansion efforts.

However, AMI has already recognized the immense potential in China market way before – early in 2016, they opened their first China based store in Hong Kong. By 2018, they had expanded into mainland China through launching stores in Beijing's Sanlitun and Chengdu's Taikoo Li. In 2019, AMI held its first overseas fashion show in Shanghai.

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