Ami Paris has called on the modelling services of Portugal and Paris Saint-Germain (PSG) midfield maestro João Neves to front its new SS26 campaign.
The launch comes hot on the heels of PSG knocking English Premiership holders Liverpool out of the UEFA Champions League this week to reach the semi-finals.
Neves, who has been selected by Ami Paris not only for his athletic power but “for who he is: his genuine character, his maturity and his convictions”, is photographed in the brand’s new SS26 collection, designed by Creative Director Alexandre Mattiussi.
The collection includes structured trench coats, suede overshirt jackets and lightweight windbreakers. Heritage patterns are also central to the aesthetic, with argyle knitted tank tops alongside collegiate stripes and reinvented plaid and check motifs.
Capturing the brand's essence, each piece “stands as a distinctive yet complementary element for the season’s cohesive take on layering”, including long-sleeved T-shirts, piqué polos and jersey sweats - worn with wide-leg shorts and sporty trousers.
The collection comes in an earthy palette of fir green, camel, white and chocolate, accented with heather greys and yellows.
Widely celebrated as the ‘Golden Boy’ of Portuguese football, Neves is considered to be one of the most promising talents of his generation.
Ami Paris closed its flagship store at 75 Duke Street in London’s Mayfair earlier this month after a decade of trading, though it does still have its store at 93–95 Wardour Street in Soho, which opened in December 2023.
It also currently has a pop-up menswear and accessories space on the first floor of Selfridges on Oxford Street, running until 3 May 2026.