Perhaps no brand is more emblematic of the ‘normcore’ trend than Alexandre Mattiussi’s AMI. His talent is for wearable, no-frills pieces: minimalist menswear that is modern, urban and painfully chic. The Paris AMI boutique is located in the 3rd arrondissement and although surrounded by competitors like APC and Melindagloss, its sales more than hold their own. The brand has developed its own loyal following of style-conscious Parisians: skaters who come for their chinos and businessmen who come for clothes that are both ‘young’ and appropriate (oversized coats run around €560). The shop also sells dark, all-purpose sneakers (€270) and more stylish derbies (€380).
At AMI, normcore is less a trend than a credo. The brand’s focus is on clothes that are at once chic and timeless: ‘sustainable, liveable fashion’. At the same time, every collection manages to surprise, proving better than the last.