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Catherine Deneuve, AMI’s latest ambassador
The French House joins forces with actress Catherine Deneuve for the launch of Le Déjà-Vu bag
A story of elegance and heritage
Intemporal and elegant, Le Déjà-Vu is a signature bag that captures the distinctive spirit of AMI. Timeless and sophisticated, its design transcends both times and trends, and epitomizes the iconic elegance of the Parisian house’s wardrobe.
Symbolically launched the year AMI celebrates its 10-year anniversary, it evokes the excellence and know-how of heritage bags and already has the status of a classic.
Catherine Deneuve, an icon and a muse
In a tailor-made role, Catherine Deneuve becomes the muse of AMI’s Le Déjà-Vu bag. A true film icon, she embodies the French sophistication and attitude.
Deneuve has been one of the favorite actresses of Alexandre Mattiussi, ever since he was a child — and the origin for his lifelong passion for cinema and movies. Asking the actress to embody Le Déjà-Vu bag’s campaign was a natural choice and a sentimental symbol for AMI’s founder and creative director.
The spirit of Le Déjà-Vu campaign is both a depiction and a celebration of the effortless, humorous elegance of French and Parisian women.
The different images of the campaign are revealed as frames from a movie scene. Shooting in one of Paris’ most iconic brasseries reinforced the artistic narrative.
Shot by Michael Bailey-Gates, this campaign marks the fourth time that AMI and the New York-based photographer collaborate together.
Le Déjà-Vu bag
The design of the bag is both instinctive and pragmatic. Distinguishing volumes and codes are engaging and easy to interpret: the vertical quilting, the rounded, solid wooden handle, the rectangular clasp all catch the eye accentuating the heritage and practical elegance of the bag.
A bag that could have already existed in previous decades, hence the name, Le Déjà-Vu, this delicious, disorientating feeling of having already experienced a sensation before.
Made in supple Italian calf leather, the bag is manufactured in the respect of a time-tested artisanal know-how, and is available in black, green, grey and red — four colors characteristic of AMI’s Fall-Winter 21 collection.
Le Déjà-Vu bag will be launched on October 30th, in AMI stores around the world and on the house’s online boutique.
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