PSG Star João Neves Plays the Tuba for the Ami Paris Spring Collection
Ami Paris is proud of its hometown, that much is clear. And why wouldn’t it be? The French capital is famed for its romantic evenings, world-beating culinary scene, fashion heritage, art, history, the list goes on.
But what really shines through in the campaign for the Ami Paris Spring Collection is pride in its people: the community and shared values of a city that two million call home. Who better to literally wear this pride than Paris Saint-Germain golden boy, João Neves?
Born in Portugal, Neves joined PSG at the age of just 19, quickly climbing the ranks to become a pivotal part of the team’s midfield. In his central midfield role, Neves acts as an anchor: a central point trusted by his teammates as a connector.
Beyond the field, too, Neves has become known for his team-first mentality, keeping his family and friends close and prioritizing the group before the individual. This concept acts as a guiding principle for Ami Paris’ Spring Collection: a range built not for a single protagonist, but for community in whatever form that takes.
The collection itself is a masterclass in how to blend traditional design cues with a relaxed, modern edge that feels deeply Parisian. Preppy touches like argyle knit vests and collegiate stripes are reimagined alongside wide-leg shorts and structured suede overshirts. The palette stays grounded in earthy greens, brown, and camel, punctuated by hits of sunny yellow that bring an injection of energy.
By mixing high-concept tailoring with the ease of jersey sweats and piqué polos, Creative Director Alexandre Mattiussi creates a modular wardrobe designed to be shared and lived in. It’s a sartorial nod to the idea that style is better when it’s communal. The Ami Paris Spring Collection offers a shared visual language for a global neighborhood.
In the campaign, Le Casting, Neves is at his most playful and multifaceted. Far from the typical stoicism of a star athlete, he is captured as a man of many curiosities: a painter, a dancer, and a musician. It’s a portrait that cements how his personal values of creativity and connectivity make him the perfect embodiment of the collection. When he modestly claims he just “gets by” at football, it reinforces the Ami’s core message: true style isn't about standing apart, but about showing up for the collective.
Ami Paris’ Spring Collection is available now online and at flagship stores worldwide.
