How Ami’s Suzhou runway and celebrity front row won Chinese fans

In an electrifying encore presentation, cult French fashion label Ami Paris took to Suzhou, China, on April 10 to showcase its Fall/Winter 24 collections (women’s, men’s, and accessories) amid the historical backdrop of the ancient Xiangmen Wall. The hashtag “Ami’s Suzhou show” quickly climbed up Weibo’s Hot Search List, with 46.1 million views so far. The brand’s Weibo livestream also reached over 3.55 million views, thanks to an impressive lineup of influential Chinese celebrities. Attendees from film and music included Bonnie Chen, Kara Wai, Daddi Tang, Jerry Yan, Peng Wan, Cheng’en Yu, Tony Yu, Cecilia Boey, Mika, Henry Lau, and Qin Li. Fans praised the stars and styles. As netizen @Want to Borrow Henry’s Light (@想借henry光) posted on Weibo, “Ami is really good at combining French romance and Chinese aesthetics so perfectly.” At the same time, the choice of location garnered approval of netizens and guests alike. Suzhou, often dubbed “China’s Venice” for its extensive canal system and UNESCO-recognized classical gardens, seamlessly blends heritage and modernity, providing a fitting frame for Ami’s design philosophy. Teaser videos from the brand even zoned in on Suzhou’s historical setting and traditional culture, tapping neatly into China’s guochao, or national pride, trend — a move that so many brands have been attempting. Weibo analytics underscored netizens’ warm reception, showing that over 76 percent of the reactions to the event on the platform were positive, with 18 percent neutral. No doubt, other players in fashion are watching Ami’s success with curiosity. In today’s competitive fashion climate, against more mature and better-funded luxury labels, the brand has seemingly hit a coveted sweet spot in China. Led by Alexandre Mattiussi, the brand’s founder and creative director, this show underscored an already strong connection with China, an essential part of its global community and a key growth market. “Once again, Ami and I have been welcomed in China with open arms and warmth,” says Mattiussi, sharing his gratitude. “This show marked a milestone: it was our second show in China. The growth of Ami owes so much to the support of our enthusiastic friends in China and Asia.” The brand’s local expansion has indeed been relatively fast for its size. Launched in 2010, Ami opened its first physical China store in 2019 in Beijing's Sanlitun. Things could have gone disastrously as the pandemic hit, but the brand localised and pivoted quickly, thanks in part to a majority stakeholder investment by Sequoia Capital China in 2021. The brand then grew from two China stores in 2020 to a grand total of 23 in both first tier (Beijing, Shanghai, Guangzhou) and second tier cities (Suzhou, Qingdao, Ningbo). The new direction of opening bigger boutiques with Chinese craft design elements; see the Guangzhou store featuring a Cantonese tiled facade and a Suzhou boutique inspired by a traditional Chinese fan. Such perspectives and clever local marketing has captured the attention of Chinese consumers. In China, Ami’s is now known for much more than its signature, red heart-shaped A logo, but for its contemporary, playful version of popular Parisian chic. As for the Suzhou show, standout pieces from Paris Fashion Week, included sophisticated, textured patterns and fluid shapes — bold yet refined, with that signature Parisian nocturnal elegance. Casting underscored appeal across generations, spotlighting established local models including Jiang Ruiqi, Pan Haowen, and Jie Zheng, alongside fresh faces like Chen Huija, Wu Guoqiang, and Chen Xu.

How Ami’s Suzhou runway and celebrity front row won Chinese fans

On this page

Published April 13, 2024

Sectors

Insights

Company

How Ami’s Suzhou runway and celebrity front row won Chinese fans