May 31, 2020
Culture & Music
In celebration of Pride month, AMI and GLAAD have joined forces to create the Rainbow capsule collection, of which 100% of profits will be donated to the non-profit organisation. Alexandre Mattiussi founded AMI on the values of friendship, love, inclusion and equality. The brand has long been a steady ally of the LGBTQ community over the past years, striving to raise awareness as well as supporting charities against homophobia and transphobia. GLAAD has been committed to helping the LGBTQ community across the world since 1985, globally shaping and provoking a dialogue against discrimination and prejudice, helping to make the world a place where everyone should be able to live and love as they choose. We spoke to Mattiussi about the project, as well as the campaign photographed by Amit Israeli with real couples, celebrating what pride month is all about: the right to love who you want.
FG: What motivated AMI to put together this collection and partnership with GLAAD?
AM: When I created AMI, I had some important values in mind that are still at the core of our DNA: friendship, inclusion, joy, authenticity and inclusivity. These are values that we share with GLAAD, so when thinking about a partner to release this collection with, they were an obvious choice. I also wanted this to be authentic and close to the LGBTQ cause and GLAAD has been a steady ally of this community for many years all over the globe. The resulting collection comprises five very AMI pieces with a special touch, the rainbow’s colours, close to GLAAD and all that they fight for.
FG: What were you looking for during the casting process?
AM: I was looking for cool, loving and friendly couples who could embody this collection and its values, regardless of gender or orientation. I wanted this campaign to be as authentic and honest as possible, conveying a strong message of the celebration of love and the right to love who you want.