The Tamesis
It’s hard to find a more quaint Parisian style of living in New York City than Balthazar. The 180-seat SoHo restaurant is famous for its estimated 600 pounds of gourmet food fries It is served every day as it is the go-to cafeteria in the fashion world. So it’s surprising that Keith McNally’s beloved bistro has historically shied away from all requests for brand collaborations.
That’s why regulars were surprised when a small heart-shaped sign with a capital A appeared recently on Balthazar’s door, on its menu and on the crumpled wax paper bags used to carry baguettes and croissants at the bakery next door. It turns out that this is the A of Ami, the French brand founded in 2011 by Alexandre Mattiussi and which holds the honor of being its first partner. That’s fitting, considering the designer’s love for the restaurant dates back to his formative years in New York.
“I worked upstairs in Marc Jacobs’s office, and that was the last job I ever had for a creative director,” Mattiusi told me Fashion. “I used to escape for lunch, but New Yorkers don’t really take the time to have lunch. They’d always be like, ‘Where are you going?!’ So I started eating breakfast here and I loved how simple and classic it was. My parents used to make very simple meals, and to me, fashion is like cooking. I like simple things; like a great jacket, white pants, and a navy sweater.”
Many friends reveled in simple pleasures—a dry martini here, steak fries there, and a delicious tarte tatin— (Amis!) The house makes for an interesting and eclectic group. Aubrey Plaza, Jeremy Pope and Matt Bomer meet with Tessa Thompson as she prepares to 13 fear on Broadway—talk about how they conquered such a highly anticipated stage show and its grueling schedule. Meanwhile, Matiusi told the story of his recent adventures at Carnival in Rio de Janeiro to guests including Joseph Altuzarra, Sebastian Stan and New York Rangers star center Matt Rempe.
The restaurant seemed unaware of the star power just a few feet away, and for the most part continued business as usual, just as a locals’ gathering should be, and just how McNally likes it. When approached for comment via Instagram, his favorite mode of communication, he told Fashion Quite democratically, “My staff and I really enjoyed working with the Ami Group, we seem to have a similar passion for design and great service. I love the simplicity and style of the Ami logo, as well as the overall philosophy of the group, which makes it a perfect fit with the Balthazar brand. I really hope we can work together again in the near future.”
