The campaign for the French brand Ami d’Hiver was directed by Loïc Prigent right in the brand's new store at 4, place des Victoires, opposite the headquarters. Catherine Deneuve plays the boutique manager.
Deneuve, who turned 83 in November 2026, greets visitors, shows off the bestsellers — the Carrousel bag and the long-sleeved polo — gives advice in the fitting room and presents the bell skirt that founder Alexandre Mattiussi drew for her. The second episode unfolds on a snow-covered square: there photographer Bruno Staub photographs passersby, and the store's illuminated window serves as the backdrop.
The label, which began as a project of one designer and his close circle, now speaks the language of timeless French images and stakes its claim on the role of a guide to everyday elegance, and this is a logical continuation of its path. The designer Mattiussi founded the brand in 2011; its name means “friend” in French and at the same time plays on the designer's initials. And for 15 years now it has been creating clothes that you want to wear every day.
Deneuve and Mattiussi have known each other for a long time, and in a documentary about the making of one of his bags he recounts that the actress asked for a pocket to be added. The festive capsule with voluminous coats, cozy sweaters and an emphasis on yellow rests on the designer's personal story: the yellow sweaters recall his first school day, when he arrived in a polo shirt with a little yellow bow, and the red beret that he has worn since childhood returns to the collection.
Deneuve's choice matters for another reason too: she takes part in the process rather than simply posing. In an interview the actress recalls how in her youth she was friends with an antiques dealer who specialized in old dolls, and would sometimes drop by his shop, where she played the assistant. So the role of saleswoman is nothing new to her. Reflecting on shopping and gifts, she speaks about her own approach, and it rhymes well with the Ami philosophy: clothing as an extension of the personality rather than a status marker.
The store on Place des Victoires is the label's third Paris location. It opened in June 2026, occupies around 184 square meters and combines a boutique with a showroom. The interior is assembled from vintage furniture, paintings and sculptures that Mattiussi selected personally, including at the Suzanne Tarasieve gallery. The square is no accident for the brand: its show was held here in June 2025. This address has become Ami's 116th store in the world and shows how the label is bringing business back to the city where it was born.
The campaign shows where French ready-to-wear is heading: from streetwise ease toward a quiet, almost domestic luxury, where a cinema icon can stand behind the counter without losing her star aura. Many fashion houses today are returning to “live” spaces and human stories, but Ami does so without excessive theatricality.
For the customer the message is simple: Ami clothing is not about looking “as if you're at a show,” but about feeling at home in your own city, among your own people, and even a legend can become part of this everyday story.
