NEW FRIEND: Paris has a way of charming people.
Take Canadian actor Adam DiMarco, who returned to the City of Lights to star in Ami‘s fall 2025 campaign after attending the French label’s June show, which was famously followed by a torrential downpour.
“Ami Paris is a brand that comes from the heart (no pun intended),” said the actor, “It’s a love letter straight from Alexandre [Mattiussi] to the world.”
He likened his Paris visit to “catching up with an old friend.”
In images shot by London-based photographer Angelo Pennetta and videos captured by British cinematographer Georges Beattie, DiMarco explores Paris’ 11th arrondissement, known for its buzzing food scene and wealth of unique shops.
One occasion sees him eyeing a florist’s selection before picking a bouquet of sunflowers wearing a bottle green overcoat thrown over a striped polo shirt and crisp white button-down, with matching green trousers and the Mirage sneaker model.
Another outing is about vintage magazines, books and slides — and the reveal of a new take on the French brand’s Ami de Coeur symbol. Checkered blazers, denim jeans in a medium wash and a white sweater with a buttoned collar complete his Paris wardrobe.
The French label’s founder and creative director Alexandre Mattiussi told WWD DiMarco was “an obvious to incarnate the Ami man for fall 2025.”
The actor’s “sensitivity, authenticity and relaxed side” resonated with the designer, who felt he was “a perfect embodiment” of the label when they met in June.
Best known for his portrayal of Albie in the second season of “The White Lotus,” DiMarco has had turns on Netflix horror drama series “The Order,” Syfy’s “The Magicians” fantasy series and LGBT docudrama “When We Rise” on ABC.
He will soon star opposite Camila Morrone in the upcoming Netflix horror series “Something Very Bad Is Going to Happen,” where they play a bride and groom in the runup to their ill-fated nuptials.
The campaign will break on news kiosks, digital display screens and social media Wednesday.