Following the recent announcement of AMI’s partnership with ENHYPEN, the seven-member group has gained traction for their style and potential as global fashion ambassadors. One member who is being highlighted the most by fans is Gen-Z’s newest fashion icon Jay.

It’s no secret among fans that, outside of music, Jay’s favorite topic to talk about is fashion. From his consistency to his self-studying about different aspects of clothes, Jay is somebody to look out for and this partnership with AMI will allow him to further develop his interests.

What is AMI?

AMI is a fashion brand founded by owner Alexandre Mattiussi in 2011 after Mattiussi studied at Duperré School of Applied Arts in Paris. His visions for AMI take inspiration from the city where it originated, the friendliness and authenticity of Paris shown through both the menswear and womenswear. AMI itself is a play-on-words with the initials of Alexandre Mattiussi, coincidentally also the French word for “friend.”

The brand’s vision looks to close the gap between casual wear and chic wear through its “street spirit” outlook, which allows everyone to see themselves in their clothes.

AMI x ENHYPEN

On June 26, 2021, AMI announced through Instagram that ENHYPEN was chosen to be appointed as AMI’s first-ever house ambassadors. 

One of the reasons why ENHYPEN was chosen was mentioned within their announcement post: “Inspired by the ‘hyphen(-)’ that connects one word to another, the new K-Pop sensation connects people and the world through their music.”

ENHYPEN’s global audience has been a constant from the beginning of their careers, starting from their survival show I-LAND. Following their debut, they have gained consistent good results from their comebacks, and their global reach only seems to be getting stronger, especially after announcing they’d be performing in Europe for mega-concert KPop.Flex, set to be held May 14, 2022 in Frankfurt, Germany.

Despite not being able to attend the show, ENHYPEN took to Instagram to post about AMI’s Fall/Winter 2022 show which took place January 19, 2022.

One member who expressed the most excitement about this partnership is Jay: “I think this was the first day we shot with AMI. I was so looking forward to it. I think I was so excited when it came to something like ambassador activities. I think, ‘What I've been dreaming of is really turning into reality.’ I think we worked hard and prepared that much for the shoot passionately.” - Jay, W KOREA x AMI Jan ‘22 

Jay’s Role in ENHYPEN

“I take fashion very seriously because I think artists should show outwardly how seriously they take their art and their work.” - Jay, ELLE Japan Aug ‘21.

Before ENHYPEN’s official debut date, Jay expressed how interested he was in fashion and used Twitter to communicate this.

Jay’s eye for fashion didn’t stop there. During ENHYPEN’s photoshoot for their BORDER : CARNIVAL comeback, Jay thought that the shoes his stylists prepared for him were too plain for the shoot, and insisted on wearing his own Prada boots. The end result for his solo shoot received a lot of praise from staff and fans alike, and only further proved why he is deserving of the title “Fourth-Gen Fashion Icon.”

After creating his own hashtag on Twitter, #ToJays_Fashion, to show his daily outfits, Jay seems to have Belift Lab’s support when it comes to his interest in fashion. Jay has since been given his own series on ENHYPEN’s official YouTube channel titled JAY-FASHION, which fans hope to see more videos being uploaded to.

What Should Jay Try in 2022?

2022 has just begun and fashion shows have been ongoing, with NFT digital collections being their newest competitors. With all these innovations coming out now, this leaves an array of inspiration for the rest of the year, which Jay can reference to experiment with different looks throughout each of the seasons. Here are some suggestions:

For the spring months, Jay could opt out of the traditional headwear of hats and headbands and turn to colorful hair pieces from the likes of Tomihiro Kono instead. Kono describes his pieces as being inspired by nature, punk, and tradition; the nature aspect being relevant for the springtime. Not only will it be a unique styling piece for the spring, but it’ll save his hair from any impending bleach and dye to come!

Summer is all about keeping cool, but another way for Jay to stay looking cool is by going all out on his accessories! The brand Melted Potato is inspired by the shape and form of objects melting, creating a distorted and watery effect on its pieces which make them stand out. The blue and yellow of their Eron necklace can be worn to match any cool-toned outfits Jay chooses to wear this summer while their Eros necklace brings a classy side to the warm summer nights.

After AMI’s Fall/Winter 2022 Collection show last week, there is a variety of looks Jay could take inspiration from for his outfits. From the monochrome layered vests and blazers, to the shoulder-padded fur coats, Jay’s choices are endless. 

For Winter 2022, Jay could go one step further in the puffer jacket direction and look into the designer Dingyun Zhang. The futuristic outlook designer’s signature exaggerated silhouetteson their jackets would be perfect to help combat Seoul’s freezing winter nights.