AMI launches a sharp new campaign for fall-winter 2024. The brand taps Friend of the House Joe Locke to front this season’s visuals. At just 20, the British actor steps effortlessly into the spotlight before Vitali Gelwich’s lens, blending youthful energy with classic style.
Captured in a Parisian studio, Locke’s black-and-white portraits have a timeless vibe and showcase the nuanced craftsmanship behind AMI’s tailored essentials. His suit, a standout piece, embraces classic pinstripes with a modern silhouette.
Joe Locke for AMI Fall/Winter 2024 Campaign
Another sartorial highlight this season is the oversized herringbone coat, which effortlessly drapes over Locke’s frame. It reflects the timeless elegance of mid-century Parisian menswear.
One striking image pairs Locke with a German mastiff, grounding the ensemble’s sophistication in a moment of unfiltered authenticity. This partnership hints at AMI’s playful yet refined approach to fall dressing—sharp yet with room for spontaneity.
AMI’s fall-winter 2024 narrative is one of effortless confidence, seamlessly merging the classic with the contemporary.