The fashion label intends to tickle the playful spirit of its aficionados: for the end-of-year celebrations, the brand is launching AMI Mailbox, virtual postcards that can contain unique experiences and prestigious gifts.

Following the success of its Mystery Boxes launched last year , AMI Paris is back with a new web3 concept: the "AMI Mailbox" . Still based on the "blind boxes" trend, the idea this time is to send a virtual postcard to one of the 9 AMI mailboxes accessible online from December 4 to 18. Cost of the stamp? 250 euros . In exchange, the brand promises the sender a unique surprise that they will receive around Christmas.

A blind purchase, or almost. Some examples of the available lots have already been revealed on the brand's website. Among them, ready-to-wear pieces , lifestyle accessories , but also unique experiences . Thus, the fashion house indicates that an invitation for two people to the AMI fall-winter 2025 fashion show was slipped among the postcards, as well as a shopping session worth 3,000 euros.

A web3 activation that relies on the growing appeal of luxury buyers for unique and original experiences. For the AMI brand , it is also a way to build customer loyalty, particularly thanks to the F.AMI.LY program, launched following the first Mystery Boxes. This is a kind of improved loyalty account, once again driven by web3.