The actress discusses stepping behind the counter for the French brand and Loïc Prigent, plus her own approach to shopping and gift-giving.
EXCUSE ME, MADEMOISELLE: Catherine Deneuve is taking up a new role for the holidays: boutique manager at Ami Paris.
The French actress is the star of the French brand’s Ami d’Hiver holiday campaign, which will drop on Wednesday as a series of short scenes directed by Loïc Prigent and set in its Paris boutique on Place des Victoires.
Deneuve welcomes visitors — or rather viewers — into the store, reaches for a sampling of the brand’s bestselling items such as the Carrousel bag or a long-sleeved polo shirt, offers kind fitting room commentary and revealed that a handsome circle skirt was drawn for her by founder Alexandre Mattiussi.
With a mischievous smile, she rings closing time — and heads outside to meet the designer, waiting for a big hug.
In an exclusive interview with WWD, she said the energy of Mattiussi and Prigent is what had her signing onto the project. “They are both very dynamic, it’s rather remarkable,” she continued, praising their liveliness.
That had another advantage: keeping a brisk pace to the filming, which took place over a half-day.
“We agreed that we weren’t going to spend eight days on it,” she joked. “I speak rather fast so we kept rolling one after the other. Alexandre too was keen to keep a certain [rhythm].”
Playing a supporting role to Deneuve is the Ami d’Hiver holiday capsule, which features a city-ready selection of generously cut coats, enveloping knitwear and plenty of easy layers, including colorful scarves, hats and gloves.
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