French fashion brand AMI Paris has unveiled its new spring collection by founder and creative director Alexandre Mattiussi. The campaign features João Neves, a midfielder for Paris Saint-Germain. The collection has been available since April 15 at AMI Paris stores worldwide and through its official online store.
Conceived as a wardrobe for the transitional season, the Spring Collection balances modern tailoring with relaxed, unpretentious wearability. Signature outerwear anchors the range, including structured trench coats, suede overshirt jackets, and lightweight windbreakers suited to changeable weather and outdoor settings.
Heritage patterns form the aesthetic backbone: argyle knit vests, collegiate stripes, and reinterpreted checks and plaids are woven throughout the lineup. These are paired with long-sleeve T-shirts, piqué polos, and jersey sweats layered over wide-leg shorts and sporty trousers — each piece harmonizing within a cohesive, versatile system. The palette grounds itself in earth tones of fern green, camel, white, and chocolate, accented by heather grey and yellow for a mood that is at once relaxed and timeless.
João Neves: A Values-Driven Partnership
The campaign stars João Neves, the 21-year-old Portuguese midfielder widely regarded as one of the most promising talents of his generation. Born in 2004, Neves rose to prominence with a game intelligence that belies his age, and his profile elevated further following PSG’s Champions League victory in 2025.
AMI Paris selected Neves not for his athletic celebrity alone, but for the qualities that define him off the pitch — his humility, his instinct to put the team before himself, and a grounded sincerity that the brand sees as a natural reflection of its own values. The house emphasized that Neves is, above all, a friend-first figure who prioritizes family and collective spirit over individual spotlight.
The Campaign: “Le Casting”
Titled “Le Casting,” the campaign presents Neves through an unfiltered, multidimensional lens that deliberately steps away from his identity as a footballer. He is shown as a painter absorbed in color, a dancer moving to his own rhythm, a musician engaging with a tuba, a chess player deep in concentration, and in a quiet moment of tenderness with a dog. The vignettes build a portrait of curiosity, warmth, and intellectual breadth.
The narrative closes with a pointed question — “Sporty?” — to which Neves responds with characteristic understatement: “I just about manage with football.” The moment encapsulates the campaign’s ethos: that authentic style emerges not from posture, but from the energy and openness of those who engage fully with the world around them.
The AMI Paris Spring Collection is now available worldwide at AMI Paris stores and at amiparis.com.
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