AMI - Spring-Summer 23 Campaign

A powerful imagery marking a return to traditions: AMI unveils its Spring-Summer 23 campaign, shot by photographer and longtime friend Michael Bailey-Gates.A powerful imagery marking a return to traditions: AMI unveils its Spring-Summer 23 campaign, shot by photographer and longtime friend Michael Bailey-Gates.

For its Spring-Summer 23 campaign, AMI goes back to its roots, with a powerful and authentic imagery signed by photographer Michael Bailey-Gates. This campaign marks the fifth time that AMI and Michael Bailey-Gates collaborate. A longtime friend of the Parisian brand, the New York-based photographer further deepens a close artistic relationship, thanks to their elegant, understated approach and dynamic attitude: their vision become the inspiration. 

Bailey-Gates shot the campaign in studio, with a simple yet carefully curated backdrop: regular photographic equipment serves as props, delicately instilling the portraits with a creative vibe, while altogether underlying the artistic flair and personalities of the models. The campaign is composed of a series of striking, evocative portraits and group pictures, in black and white and colors. The mood is solemn and reflective, yet not somber: the atmosphere of friendly closeness among the cast is perceptible.

Seven models, most of them up-and-coming faces, appear in the campaign. They are led by Dylan O’Brien, the face of the campaign and Kristen McMenamy, the iconic 90’s top-model: both are the driving forces of a small group that epitomizes AMI’s identity and values.

The inspiration for the campaign’s video stemmed from the recurring castings that are standard in the fashion industry. Dylan, Kristen and the other models are seen entering the scene, sitting down opposite an imaginary photographer/director, introducing themselves and talking about their lives and interests.