João Neves is the new face of Ami Paris for the Spring Collection 2026 An ambassador who shares the brand's love for its community
The new Spring Collection 2026 by Ami Paris, designed by founder Alexandre Mattiussi, tells the story of the transition from the cold season to the warm one through a wardrobe centered on discretion and functionality. The project balances contemporary elegance and everyday practicality, shaping a range of versatile garments that prioritize comfort and freedom of movement without sacrificing impeccable tailoring. And to present this collection, the brand has chosen a prominent face: Paris Saint-Germain midfielder João Neves.
The choice of Neves reflects the brand’s clear intention to tell its story through a community-driven approach, much like the footballer himself who, on his public profile, has always shown a constant focus on the collective rather than personal self-celebration, along with a stylistic sobriety that perfectly aligns with the philosophy of Ami Paris: a fashion that does not impose but accompanies, creating connections with an ever-growing community. This inclination finds a direct echo in the brand’s philosophy, which has always promoted a sense of belonging and sharing, both in the construction of its collections and in their communication.
The campaign, titled “Le Casting”, deliberately moves away from the conventional representation of athletes. Neves is portrayed in a series of unexpected everyday situations that highlight different interests and sensibilities. Away from the pitch, he appears as a curious and spontaneous figure, capable of moving across different expressive fields with ease. This narrative reinforces the idea of a multifaceted personality, where the professional dimension coexists with the private one without rigid hierarchies.
From a stylistic perspective, the collection revolves around key pieces of the spring wardrobe: structured trench coats, lightweight jackets, soft suede overshirts, and blazers with classic patterns, all reinterpreted in a contemporary way. Patterns such as argyle and checks interact with more sporty elements in a layering approach that blends classic and sportswear, merging the different souls of Paris that Mattiussi’s brand has always represented. Silhouettes remain relaxed, with wide trousers and shorts paired with long-sleeve knits, piqué polos, and jersey sweatshirts, suggesting an idea of informal yet refined wearability.
The color palette moves within natural and reassuring tones, featuring greens and camel shades, white and chocolate, as well as mélange greys and touches of yellow. This combination helps define an aesthetic that avoids excess and is rooted in an everyday, almost domestic dimension, where each piece finds its place without overlapping with others.
