Catherine Deneuve Plays a Boutique Manager in Ami Paris Holiday Campaign

The French actress Catherine Deneuve stars as a boutique manager in the holiday campaign for Ami d'Hiver, the seasonal range from Ami Paris, the Paris label founded by Alexandre Mattiussi.

The campaign's films were directed by Loïc Prigent, and the scenes are set in Ami Paris's boutique on Place des Victoires, a square in central Paris. The team filmed for a half-day. The films will debut on the brand's website and social media platforms, and they will also be shown in cinemas between 18 November and 1 December.

A second chapter of the campaign was photographed by Bruno Staub. It shows portraits of Parisians crossing Place des Victoires after snowfall, with the square blanketed in white.

Deneuve told WWD that she joined the project because of the energy of Mattiussi and Prigent. She also described her own shopping habits. She said she has "no patience" for shopping for herself, and that she always goes alone to places she knows well.

Her holiday shopping is a different matter. She buys gifts for her large family, and she said she tries to find original things that suit each person's personality.

The campaign also promotes the Ami d'Hiver capsule, a short, tightly selected range of pieces released for one season. According to the same report, the Carrousel bag and a long-sleeved polo shirt are among the capsule's bestselling items.

For a brand, a campaign built around a shop is a way of pointing customers through the door. The boutique on Place des Victoires appears in the films, and the cinema run gives the campaign a second life outside the phone screen. The films will reach people who may never see a store window in person.

Ami Paris has not yet released figures on how the campaign or the capsule has performed.