AMI’s spring-summer 2025 campaign features singer Mikah in a stylized black-and-white vision of Paris, captured by Szilveszter Makó that blends surreal elements with chic wardrobe staples.
What this is:
AMI Paris has unveiled its Spring/Summer 2025 campaign, casting singer and Friend of the House, Mikah (known offstage as Mika Hashizume), as its mesmerizing focal point. Shot by the discerning eye of photographer Szilveszter Makó, the black-and-white series reimagines Paris as a dreamscape—a city filtered through the lens of illusion and theatricality.
Our take:
There’s something utterly captivating about the way AMI stages its new campaign. Mikah’s signature blonde buzz cut provides the perfect blank canvas, allowing his features—and the clothes themselves—to truly shine. Each look, from a sharply tailored checked jacket to a crisp, buttoned-up shirt, feels both deliberate and poetic, as if Mikah is a performer caught mid-act.
Makó’s photos abandon gritty street realism in favor of a surreal, almost cinematic Paris. Think painted puddles, oversized set pieces, and gentle, evocative shadows. In one particularly arresting image, Mikah flourishes an umbrella, its curve frozen in motion, heightening the sense of theatrical storytelling. Yet even amid this dreamlike backdrop, AMI’s tailoring keeps everything grounded—clothes remain crisp, lines are clean, and the sense of Parisian chic never wavers.
What’s most impressive is how Makó treats each garment as part of a larger narrative. The camera lingers on the subtle curve of a collar or the elegant drape of a coat, inviting us to see fashion not just as attire, but as character—an extension of Mikah’s own enigmatic persona. In short: AMI’s Spring/Summer 2025 campaign is a masterclass in how personal style can anchor even the most whimsical of fantasies. And for those with an eye for culture and craft, it’s a visual feast worth savoring.
