Catherine Deneuve Stars in Ami Paris Winter Campaign

Catherine Deneuve Welcomes Holiday Shoppers at Place des Victoires

Catherine Deneuve welcomes holiday shoppers and wraps packages at Ami Paris’s new boutique at number 4 of Place des Victoires in a November 4, 2026 report. She appears as the boutique’s exceptional director in the brand’s newly launched winter campaign, titled Ami d’Hiver, which frames the festive shopping season around gestures of giving and surprise.

The campaign centers on two distinct chapters that transform retail rituals into slightly surreal vignettes. While the first chapter unfolds inside the Paris boutique where Deneuve welcomes visitors, the second chapter moves outdoors into a snow-covered Parisian winter.

Bruno Staub Captures Snow-Covered Parisian Streets

Photographer Bruno Staub documented the second chapter of the campaign across the streets of Paris beneath a thick layer of seasonal snow. The outdoor portraits show pedestrians crossing the central square, meeting up, and pausing in their winter coats while warm light spills outward from storefront windows.

Founder Alexandre Mattiussi’s personal memories shape several pieces in the cold-weather collection. Generous coats, soft knitwear, and casual layerings make up a wardrobe made for the city, while caps, gloves, and scarves introduce bright spots of color.

Personal Memories Shape the Winter Collection

Several pieces in the seasonal line draw directly from Mattiussi’s own childhood wardrobe. The collection features yellow sweaters that recall his first day of school, when he wore a matching polo and small bow tie, alongside the return of his distinctive red beanie.

The campaign frames these items not just as seasonal purchases, but as physical tokens of attention meant to evoke the straightforward wonder of childhood window shopping.