News
“Hi.” Joe Locke is back, and this time he’s stopping hearts in AMI’s Fall/Winter 2024 campaign. Shot in stunning black and white by Vitali Gelwich in Paris, Locke shows off the collection’s effortlessly cool tailoring, including a striped suit and oversized herringbone coat that scream timeless elegance with a modern twist.
Founded in Paris in 2011, AMI is all about blending casual and chic with ease. Creative director Alexandre Mattiussi’s vision reflects Paris itself—authentic, diverse, and always stylish. Whether drawing inspiration from the arts, cinema, or the effortless elegance of Parisians, Mattiussi’s pieces always combine timeless style with modern sensibility.
The campaign effortlessly showcases AMI’s signature blend of classic and modern style, but it’s the canine companion that brings a playful twist. And no, it’s not his Golden-Retriever-like co-star Kit Connor. This time, Joe strikes a pose with a real dog—a German mastiff—adding both warmth and a fun energy to the images.
As Joe Locke stops hearts with his charm, AMI steals them with style, creating a campaign that’s truly unforgettable.
