In this episode Nicolas Santi-Weil, the CEO of AMI Paris, discusses what it takes to build a global multimillion dollar independent fashion brand today, how Asia helped shape AMI’s future, and why his carpe diem approach to business has proven so successful…

Nicolas Santi-Weil is not your typical fashion CEO. Equal parts strategist and storyteller, he’s the architect – alongside founding designer Alexandre Mattiussi – behind the rise of AMI Paris, the effortlessly cool French brand that’s become the gold standard for Parisian nonchalance.

In an era where major luxury conglomerates are reporting their worst results in years Nicolas has been instrumental in shepherding AMI to some quite impressive wins. The 15 year old company now counts 700 wholesale partners and points of sale in over 100 countries. And just last year the brand saw 300 million euros in turnover – an increase of 10 fold in just four short years.

With a background that bridges finance, entrepreneurship, and fashion Nicolas brings a rare clarity to an often chaotic industry. He understands how to scale a brand without losing its soul, take daring, yet calculated risks and knows how to craft a growing fashion empire that feels both deeply personal and universally relatable.

This is a man who likes to choose the unconventional path… like leaving his job at a multimillion-dollar business to join AMI – when it was still a little-known label. Under his leadership, the company has expanded internationally, come up with some unexpected and energizing collaborations with creative heavyweights, and maintained a fiercely loyal following without compromising its roots.

But beneath Nicolas’ work lies a deeper story of risk, reinvention, and quiet resilience. This episode is about truly discovering the man behind AMI’s success. Exploring what it takes to lead a brand through personal sacrifice, cultural shifts, and high-stakes markets like China. 

And as luck would have it…we also finally get to discover his go to karaoke song.