AMI Paris Launches Le Deja – VU Bag

AMI Paris taps French actress Catherine Deneuve to celebrate the release of its latest handbag.

PARIS, France – Building a great wardrobe is all about investing in staple items. One thing everyone needs: a classic handbag. AMI Paris is hopping to fit the bill with their latest launch, La Deja – Vu bag. The piece is a small, calf leather, quilted bag, just stylish enough to be modern, and simple enough to be timeless.

For the release, the brand teams up with French actress Catherine Deneuve to capture some cinematic campaign imagery. Deneuve is known to the French for her roles in films such as The Last Metro and Indochine, as well as for being an iconic Chanel perfume spokeswoman. Here, at 78, she looks elegant as ever for AMI.

Le Deja – Vu bag, accented with vertical quilting, comes with a round, wooden handle and silver, rectangular clasp. The bag is available in black, green, grey and red – four colors that tied together AMI’s Fall/Winter 2021 collection, in which the bag was first seen.

The name, Le Deja – Vu, is meant to evoke the timeless nature of the handbag, itself being reminiscent of classic shapes and styles. It is launched this year in accordance with the 10th anniversary of the brand, representing the core aesthetics of the fashion house.

Deneuve, a favorite actress of designer Alexandre Mattiussi, was photographed by Michael Bailey – Gates for the campaign. But she’s not the only celebrity caught carrying the bag. Le Deja – Vu has already been worn by the likes of Naomi Campell, Gigi Hadid, Normani, and Hailee Stanfield.

Le Deja – Vu bag is now available at AMI Stores worldwide and online.