After a summer of virtual fashion showcases, Paris is going back to the real thing.

Among the labels on the (outdoor) catwalk schedule for the upcoming Paris Fashion Week is Ami, the company founded in 2011 -- but which only got into womenswear in 2018.

"I do this job, for nine years now, because of the show. The show is a magical moment. It's a rendezvous which is not replaceable," founder Alexandre Mattiussi said on the Glossy Podcast.

The coronavirus hasn't slowed Mattiussi's roll much in general. The company hasn't had to lay anyone off, just opened a new store in South Korea (making for about 10 stores in total) and had strong sales for its latest spring/summer collection.

"I don't want to scream it too loud, because I feel very grateful, but the business has been wonderful during this time," Mattiussi said.

As a result, the company has had the resources to take on certain responsibilities, like supporting struggling wholesalers by maintaining longstanding partnerships and making its production more sustainable.

"We all want [more sustainability]," Mattiussi said. "I just want to look at my face in the mirror every day when I wake up in a few years and say we've been part of it."