AMI PARIS SELECTS JOÃO NEVES TO REDEFINE THE FIGURE OF THE ATHLETE IN FASHION

Ami Paris unveils its SS26 campaign with João Neves, Paris Saint-Germain player, as the face of “Le Casting”—a narrative that breaks away from the traditional sports endorsement. Instead of placing him on the field, the campaign portrays him in everyday moments—painting, dancing, or playing chess—constructing a more human, creative, and multifaceted image.The collection reinforces this concept through a versatile and relaxed wardrobe: structured trench coats, suede overshirts, and light layering in a neutral-toned palette. More than a collaboration, the message is clear: new luxury is not built on performance but on authenticity and belonging.