June marks the start of Pride month and AMI is paying homage to the LGBTQ+ community by partnering with GLAAD in two initiatives of asking the community 'What does Pride mean to you?' and launching a capsule collection to support the organization as well.
AMI is a French born brand that blurs the boundaries between casual and chic. AMI, meaning 'friend' in French, also pays tribute to founder Alexandre Mattiussi's initials. As the brand is known for its authenticity and individuality, Mattiussi felt it was necessary to create a collection devoted solely to Pride in honor of love in all its diversity.
To celebrate the launch of the collection AMI chose notable figures within the LBGTQ+ community to participate in a video to commemorate equality. Each sharing a short video reflecting on what Pride means to them. Everyone from Soko to Benito Skinner to Christine and the Queens contributed to the powerful message of self-expression and acceptance.
The collection features minimal pieces marked with an embroidered, rainbow logo to signify Pride. 100% of the proceeds from the collection will be donated to GLAAD, a non-profit media advocacy organization. GLAAD (Gay & Lesbian Alliance Against Defamation) utilizes its platform to spread awareness and protects against any discrimination or prejudice.