Only the Essentials.

Aman Essentials marked the brand’s expansion into leather goods, extending its world beyond hospitality through a collection designed for travel. The launch brought Aman into a new category while preserving the understated sensibility and exceptional standards that had long defined the brand and its experience.

Still life by Maxime Poiblanc was paired with Rémi Pujol’s black-and-white reportage from the French and Italian workshops, connecting the collection’s timeless forms to the craftsmanship behind each piece.

  • Objective

    Launch Aman Essentials as the brand’s first major move into fashion and accessories, translating the standards of Aman hospitality into a permanent leather goods collection designed for travel.

    Strategy

    Develop Where Will the Spirit Take You? as a long-term creative platform, connecting product, craftsmanship, and destination storytelling within one coherent campaign system.

    Execution

    Still Life and Craftsmanship
    Established the collection through form, material, and the making of each piece.

    Marrakech
    Introduced the first location chapter through markets, architecture, and exploration.

    Venice
    Expanded the campaign through history, arrival, and urban discovery.

    Dominican Republic
    Brought the collection into a more untamed relationship with nature and place.

    Impact

    Created a flexible campaign framework that could evolve across launches, locations, photographers, and channels without losing a consistent Aman identity.

    Defined a distinct visual world for the collection beyond conventional luxury travel or resort merchandising.

Into the World.

Following the launch, Marrakech became the first location chapter for Aman Essentials, moving the collection from sculptural still life into a more real world fashion representation. Featuring Erin Wasson, the campaign established how the pieces could live within the wider Aman experience without losing the restraint of the original launch.

Photographed by Kat Irlin at Amanjena and across Marrakech, the work introduced a warmer, earthier register through loosely observed moments shaped by travel, landscape, and personal style.

The Art of Arrival.

Venice expanded the Aman Essentials campaign following Marie von Behrens-Felipe and Alfonso Felipe, bringing the collection into a more personal, documentary setting. Moving between the city and Aman Venice, the chapter drew on the history and discovery of the destination while maintaining the campaign’s spirit of travel.

Photographed by Matthew Brookes, the work introduced a more cinematic point of view to urban exploration.

Into the Wild.

The final chapter took Aman Essentials to Amanera, featuring Cassandra Grey and Samantha Ronson along the Dominican Republic’s northern coast. The setting opened the campaign to a more untamed side of travel.

Photographed by Pamela Hanson, the work brought her naturalistic approach to the landscape and sense of escape.

  • Aman Essentials

    Creative Directors: Michael Riso, Larissa Modenesi
    Agency: Team Laird
    Still Life Photographer: Maxime Poiblanc
    Motion Control: Max Thomas
    Craftsmanship Photographer: Rémi Pujol

    Aman Essentials, Marrakech

    Creative Directors: Michael Riso, Larissa Modenesi
    Agency: Team Laird
    Photographer & Director: Kat Irlin
    Talent: Erin Wasson
    Groomer: Karima Maruan

    Aman Essentials, Venice

    Creative Directors: Michael Riso, Larissa Modenesi
    Agency: Team Laird
    Photographer: Matthew Brookes
    Talent: Marie von Behrens-Felipe, Alfonso Felipe
    Director of Photography: Alexander Reid
    Groomer: Claudio Belisario

    Aman Essentials, Dominican Republic

    Creative Director: Michael Riso
    Agency: Team Laird
    Photographer: Pamela Hanson
    Videographer: Jerome Duran
    Talent: Cassandra Grey, Samantha Ronson
    Stylist: Carlyle Galante
    Groomer: Jodie Boland

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