Inside the Cover Story: Alexandre Mattiussi Finds Authenticity in Ami Paris

In the ever-evolving world of fashion, where fleeting trends often overshadow enduring style, Alexandre Mattiussi stands out as a designer who crafts collections with heart, authenticity, and a profound respect for his audience. As the founder and creative force behind Ami Paris, a Paris-based brand synonymous with “friendly luxury,” Mattiussi has cultivated a unique vision that blends impeccable craftsmanship with accessibility, comfort, and a deeply human touch.

In this candid conversation, Alexandre opens up about his creative process, the inspirations behind his latest collections, and the philosophy that guides his approach to fashion. From his early love of ballet to the significance of staging a runway show in the historic Place des Victoires, he reveals how music, movement, and community shape his work. He also shares insights on balancing rapid global growth with the intimate culture at the heart of Ami Paris, and his thoughtful reflections on the future of fashion presentations in a changing world. Speaking with Whitewall, Mattiussi offers a rare glimpse into the mind of a designer who values authenticity over spectacle, connection over exclusivity, and who continues to redefine what it means to create fashion that truly resonates.

WHITEWALL: Nice to meet you, Alexandre. How are you doing today?

ALEXANDRE MATTIUSSI: Nice to meet you too, thank you. I’m doing well, though I have to admit, my hair is a bit of a mess today—Paris is in the middle of an unusual heatwave, and it hit 40 degrees Celsius yesterday. It’s really extreme for us Parisians; we’re not accustomed to such heat. Normally, it’s rainy or cool, so this is quite a shock.

WW: I can imagine! I’ve had my hair tied back all day to cope with the humidity. Are you planning to escape somewhere cooler soon, or are you staying put?

AM: Not yet. We have so much work to do. In fact, this week, we started working on my new collection. It’s just Tuesday now, but the energy right after a show is always incredibly inspiring for me. When the show ends, we’re full of enthusiasm, good vibes, and fresh ideas that I want to nourish and develop immediately.

Inspiration Behind the Collection

WW: That’s great to hear—riding the high from the last show. What’s the inspiration behind this new collection? I know you say collections are like chapters in a book, so where does this one fit?

AM: Exactly, collections aren’t isolated. They are chapters that flow into one another. We started fittings about a month ago, playing with new ideas and fabrics, and it feels very natural and exciting. For me, the winter collections are especially fun because layering adds so much dimension—you can play with texture, volume, and depth in ways that summer collections don’t allow.

WW: I love that—the idea of layering and texture being so central. Speaking of recent shows, your last one was very memorable, staged right in Place des Victoires. Can you tell me what made you choose that location?

AM: Place des Victoires is a beautiful, historic square here in Paris, and I’ve been working nearby for the last three years. The view from my office is truly inspiring—it’s one of the few round squares in Paris, which creates a unique energy. Organizing the show there was a massive undertaking. It felt like producing a film—street closures, government permits, coordinating dozens of collaborators—but it was completely natural to celebrate Paris and our team in that space. It’s a family affair; everyone involved is part of the brand’s success.

WW: It sounds like it was very personal and meaningful to have it in your own “backyard.” I also noticed you used Maurice Ravel’s Boléro as a central theme in the show’s soundtrack. How did that come about?

AM: Boléro is such an iconic, cosmic piece—it builds continuously with repeating rhythms and layers, almost like a trance. There’s even a legend that it has never stopped playing somewhere in the world since it was first performed. That idea of eternal energy and crescendo perfectly mirrors how I think about collections and fashion: continuous evolution, building on what came before. I’ve wanted to use Boléro for a show since I was a kid, and finally, the moment felt right.

“That idea of eternal energy and crescendo perfectly mirrors how I think about collections and fashion,”

Alexandre Mattiussi

WW: That’s a beautiful metaphor—your collections as a continuous crescendo. I also heard that the show was named La Foule after Édith Piaf’s song, symbolizing a crowd. How does that idea tie into your vision?

AM: Yes, the crowd represents the coming together of people—the community, the energy, the collective spirit of Ami Paris. The models arriving and gathering in the square symbolized this crowd. It felt joyful and optimistic, which is the vibe I want my brand to radiate. The unpredictability of the weather—it rained just after the show—added a dramatic, cinematic quality to the moment. It was chaos, but beautiful chaos.

The Vision of Ami Paris

WW: It must have been magical to see that play out live. Speaking of your vision, you mentioned that you want your clothes to be real, wearable, and comfortable. Can you elaborate on what Ami Paris means in terms of style and accessibility?

AM: For me, clothes should make you feel good and confident. Comfort has become more important to me, especially as I approach 45. We don’t want tight, restrictive clothes—we want pieces that support your lifestyle, that you can move in, that help you feel at ease without compromising style. Ami Paris is about “friendly luxury”—well-crafted, quality pieces that feel intimate and accessible. The pricing is higher than mass market, but not fantasy-level. My shirts, for example, cost around 320 euros, which is luxury but still something people can aspire to buy without feeling excluded.

WW: That balance of quality, style, and accessibility is rare in luxury fashion today. Your background in dance is also fascinating. How has that early passion influenced your approach to fashion design?

AM: Dance was my first creative outlet. I was captivated by ballet from a very young age—around four years old—when I saw Swan Lake on TV. It was a moment of pure magic for me, and I begged my parents to let me study dance. My father was very supportive, saying if I was going to do it, I should be the best dancer in the world. I trained seriously but eventually shifted my focus to fashion. Still, the influence remains—fashion shows are like theatrical performances to me, where clothes move and tell a story. Movement, music, storytelling—these are all part of my creative DNA.

“Movement, music, storytelling—these are all part of my creative DNA,”

Alexandre Mattiussi

WW: That makes so much sense. The idea of fashion as performance. You’ve also built a tight-knit community around Ami Paris—not just customers, but friends, collaborators, creatives. How intentional is that?

AM: It’s very intentional and very natural at the same time. Ami Paris is a family, a network of friends who respect and inspire each other. There’s no big marketing strategy behind it; these relationships form organically. For me, working with people I trust and admire keeps the creative process alive and honest. It’s about mutual respect, gratitude, and humility. Even as the brand grows internationally, I want to preserve that intimacy.

WW: Speaking of growth, Ami Paris has expanded rapidly in recent years. How do you maintain your core values while scaling globally?

AM: That’s a challenge, but I stay grounded by focusing on quality and relationships. We open new stores carefully—each one adds about 10 new people to the team, and we nurture our culture continuously. We also keep our price points balanced, even as costs rise, to ensure accessibility remains part of our DNA. I want Ami Paris to be a luxury brand that feels warm and inviting, not distant or unattainable.

WW: The fashion industry has been evolving rapidly. You mentioned sometimes questioning the traditional fashion calendar and the role of runway shows. Where do you see Ami Paris’s shows going in the future?

AM: I love the magic of the runway—the collaboration, the excitement, the shared moment with the team and audience. But the shows need to be true to the clothes. We do ready-to-wear, not couture, so what we show must reflect what customers will find in stores. Sometimes fashion shows feel like fantasy worlds, and that’s not what I want. I want authenticity. Also, unpredictable elements like weather or logistics can make big shows risky. I may reconsider how often and where we stage shows, maybe opting for places with more predictable climates or different formats.

Finding Balance in Creative Ecosytems

WW: That’s an insightful perspective, balancing spectacle with reality. Switching gears a bit, Paris seems central to your work and life. But do you find you need to reconnect with the countryside or nature for balance?

AM: Absolutely. Paris is magical—it’s a small city but rich in culture, energy, and surprises. I’ve lived here for 27 years and still discover new things every day. But I also need nature. I’m still figuring out how to spend more time outside the city, but it’s important for me. I think that balance between urban life and nature feeds my creativity and keeps me grounded.

WW: Having lived in New York, Milan, and London, what makes Paris special for you?

AM: Paris has a unique lifestyle—the rhythm of work and social life, the ability to have a glass of wine with friends on a terrace, the cultural richness everywhere you look. I love New York and London, but Paris offers a certain balance and elegance that fits me perfectly. Even with the heatwave now, the city feels alive with music, exhibitions, and energy.

WW: It sounds like a perfect ecosystem for creativity. You mentioned you’ve grown your team to nearly a thousand people now. How do you keep the company culture strong as you expand?

AM: It’s about people—being humble, polite, grateful. Saying hello and thank you, treating everyone with respect. These small gestures create a positive environment. The brand’s growth is like raising a child—you want it to grow up strong but stay kind and authentic. We grow steadily, opening stores worldwide—Belgium, London, the U.S., Canada, Asia—but we don’t want to lose our soul.

“The brand’s growth is like raising a child—you want it to grow up strong but stay kind and authentic,”

Alexandre Mattiussi

WW: Ami Paris’s collaborations span music, art, and film as well. How do those connections influence the brand?

AM: I seek inspiration and friendship in all these fields. It’s very organic, no forced strategies. Sometimes I meet someone, and we decide to collaborate spontaneously. These relationships enrich the brand and bring fresh energy. It’s about being part of a larger creative community, not just a fashion label.

WW: That organic approach really comes through in your work. Are there particular shows or moments from your career that stand out as favorites?

AM: Yes, several. The Spring collection before the Olympics stands out—it introduced a new, sensual femininity with a relaxed attitude, the music and location were perfect. I also love my early rooftop show, where I recreated Parisian rooftops—very magical. The Palais Chaillot show, with the curtains opening to reveal the Eiffel Tower, was very special. The Opera show three years ago was elegant and soft—Charlotte Rampling was there, which made it memorable.

WW: Those sound like unforgettable experiences. You mentioned wanting your shows to feel spontaneous, even though they require a lot of work. How do you achieve that balance?

AM: It’s tricky. The planning is intense, but on the day, the show must feel real, spontaneous, and effortless. If you fake it, people see through it. That authenticity is especially important for ready-to-wear, which is what Ami Paris does. The clothes you see on the runway have to be exactly what’s available in stores soon after.

“Friendly Luxury” and the Joy of Fashion

WW: That’s a refreshing take, especially in today’s fashion climate where spectacle often trumps wearability. You called Ami Paris “friendly luxury.” Can you expand on that?

AM: Friendly luxury means high quality, beautiful fabrics, perfect cuts, but also accessibility and intimacy. It’s about creating clothes that feel personal and invite conversation. In French, we say “On ne choisit pas sa famille, mais on choisit ses amis”—you don’t choose family, but you choose your friends. Ami Paris is like that friend you can count on.

“It’s about creating clothes that feel personal and invite conversation,”

Alexandre Mattiussi

WW: Beautifully said. Given all the changes in fashion and the world, what keeps you motivated?

AM: I love what I do. The creativity, the people, the challenge. Even when things get tough, the joy of designing and sharing my vision keeps me going. I’m grounded by the reality of life—but fashion remains a passion and a form of expression.

To order your copy of the fall 2025 Harmony Issue, featuring Alexandre Mattiussi, visit HERE.