Known for its fast-paced trends and appeal for contemporary luxury brands, the Korean fashion market is full of opportunities for young and branché brands that wish to expand. Among these, AMI Paris has carved out a strong presence, resonating with consumers who embrace its effortless Parisian aesthetic. Let’s dive together into AMI Paris’, history and arrival in South Korea.
What is AMI Paris?
Founded in 2011 by Alexandre Mattiussi, AMI Paris is a French fashion brand that embodies seamless Parisian style. Mattiussi, who previously worked with renowned fashion houses like Dior, Givenchy, and Marc Jacobs, sought to create a brand that reflected his vision of relaxed yet refined everyday wear. Inspired by the streets of Paris and his own personal wardrobe, he launched AMI Paris with the goal of making luxury fashion approachable and versatile. With a name that translates to friend in French, AMI Paris fosters a sense of community and authenticity. The brand quickly gained attention for its minimalist yet sophisticated designs, offering timeless pieces that bridge casual and chic aesthetics.
One of its most recognizable features is its heart-shaped logo, “Ami de Coeur”, which has become a symbol of the brand’s laid-back elegance. Today, AMI Paris has expanded its reach globally, resonating with those who appreciate understated luxury with a touch of French charm.
AMI Paris in Korea
AMI Paris officially entered the Korean market in 2018. With a strong presence in major department stores and a dedicated flagship store in Seoul, the brand has built a loyal customer base among trend-conscious Korean consumers.
The enduring popularity of French culture in Korea has played a key role in AMI Paris’ rising success. From fashion to cuisine, French aesthetics are often associated with elegance, sophistication—qualities that align with AMI Paris’ brand identity. Many Korean consumers admire the refined yet approachable nature of French fashion, making AMI Paris a desirable choice among those looking to incorporate some easy-chic into their wardrobe.
Gradually, AMI Paris has gained momentum in South Korea, steadily increasing its presence until achieving the ultimate recognition: being deemed “trendy”. This is largely due to its collaboration with high-profile Korean celebrities and influencers. AMI Paris’ strategic engagement with Korean pop culture and social media has solidified its presence in the market.
Among notable Korean celebrities that have collaborated with AMI Paris, we have ENHYPEN, a popular K-Pop boy group with a strong international fanbase. In 2021, ENHYPEN became AMI Paris’s first-ever house ambassador. They have been involved in various projects with the brand, including promotional videos for AMI’s fashion shows.
On top of this, numerous Korean celebrities attended AMI Paris’ SS23 show at Seoul Fashion Week : SEVENTEEN’s Jun and THE8, (G)I-DLE’s Soyeon, Lee Hi, and actors like Park Hae-soo and Hwang In Youp. While not necessarily collaborations, their presence highlights AMI’s strong ties with the Korean entertainment scene.
Most recently, AMI Paris has collaborated with the famous actor Choi Woo Shik. Follow us through the details of this collaboration further down this article!
AMI Paris x Choi Woo Shik collaboration
Two weeks ago, AMI Paris had revealed one of its biggest news regarding the brand in Korea : its collaboration with the renowned actor Choi Woo Shik. As a beloved figure of Korean entertainment, famous for his roles in global hits Parasite and Train to Busan, but also in local successes Our Beloved Summer and Melo Movie, Choi’s association with the brand has significantly boosted AMI Paris’ visibility and credibility in the market.
To make this collaboration truly unique, AMI Paris went as far as creating a special capsule and re-designing their logo for the special occasion, replacing the A of AMI by the W of Woo Shik. We can even read on AMI Paris’ social medias :
“Introducing the Ami x Woo Shik Capsule, a special collaboration with Global Ambassador and long-time friend of the House Choi Woo Shik. […] Crafted from a mutual passion for films, Alexandre Mattiussi and Choi Woo Shik have imagined pieces evocative of vintage American cinema. For the first time, our signature symbol of the heart Ami de Coeur has been reimagined around the letter W to honor the House’s long-standing friendship with Choi Woo Shik.”
This unique collection was globally defused on March 21st. But it has been first and foremost available at an exclusive pop-up store in Seongsu, Seoul.
“The silence between us” : A pop-up store inspired by the Golden Age of Korean Cinema
Following the same narrative of vintage American cinema fashion and Choi Woo Shik’s acting career, the pop-up store took the form of an old-school movie theater. Follow the Asiance team in their visit!
When you enter the first floor, you can find clothing goods and the checkout, disguised as a ticket booth.
Once you get to the second floor, you can grab some pop-corn and drinks before watching the movie. We don’t pay by cash or credit card here, but with hashtags and mentions on your sns stories.
Walk down the AMIxWOOSHIK corridor to go to the souvenir shop. Here, you can choose between brown and white teddy bears inspired by Alexandre Mattiussi and Choi Woo Shik, and dress them with some clothes from the exclusive capsule. Can you spot Asiance’s CEO shopping for some souvenirs?
After visiting every corner of the pop-up, it is finally time to relax and enjoy Woo-Shik short movie in this small cinema room.
This exclusive pop-up is open until Saturday, April 5th—don’t miss your chance to explore AMI Paris’ latest collections and experience its special capsule with Choi Woo Shik!
Location: 35 Yeonmujan-gil, Seongdong-gu, Seoul
Register here : https://booking.naver.com/booking/12/bizes/1365386
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