Brand Tone

approachable-aspirational, effortlessly chic, authentic, and friendly

Brand Values

• •Friendship and Love
• •Authenticity
• •Parisian Elegance & Simplicity
• •Inclusivity and Diversity
• •Quality and Craftsmanship
• •Joy and Positivity

Best Practices

• •Embrace "Friend"ly Language: Use a warm, inviting, and inclusive vocabulary. Address the audience directly and personally where appropriate, fostering a sense of connection.
• •Channel Effortless Parisian Chic: Keep copy concise, elegant, and understated. Avoid overly technical jargon or hyperbole. Focus on conveying style that is natural and unforced.
• •Stay Authentic and Relatable: Share genuine stories, behind-the-scenes insights, and user-generated content. Highlight the real-world wearability and versatility of the clothing.
• •Infuse Parisian Inspiration: Subtly weave in references to Parisian lifestyle, aesthetics, and sensibility. Let the city's charm inspire the mood and imagery of the copy.
• •Be Consistent Across All Touchpoints: Ensure the tone is uniform across the website, social media, email marketing, and any other customer communication, reinforcing the brand's core identity.

Social Perception

AMI PARIS is generally perceived as a popular and rapidly growing luxury fashion house that successfully blends Parisian chic with a relaxed, wearable aesthetic.

Copy Examples

• •AMI PARIS: Where Parisian elegance meets everyday ease. For him, for her, for everyone who believes style should feel like a friend – authentic, effortless, and always welcoming. Discover your new essentials. #AmiParis #FriendshipInFashion
• •Introducing the Fall-Winter Collection: A love letter to Paris, crafted with care. Timeless pieces designed to be lived in, loved, and shared. Find your warmth, find your AMI. #AmiFW25 #ParisianStyle #EffortlessChic
• •More than just a sweater, it's a symbol of connection. Our iconic Ami de Coeur, crafted from the softest wool, wraps you in warmth and friendship. Wear your heart. #AmiDeCoeur #MadeWithLove #AMI
• •Paris is always a good idea. What's your favorite AMI moment in the city of lights? Share your stories and tag a friend you'd explore with. #MyAMI #ParisianVibes #CommunityLove
• •From Alexandre Mattiussi's vision of a wardrobe for friends, to a global community sharing a love for authentic Parisian style. AMI is more than fashion; it's a way of being. Join the F.AMI.LY. #OurStory #AuthenticAMI #EffortlessLuxury