When Alexandre Matiussi, the designer of AMIlaunched his menswear collection last year, he told The Window, “I don’t want to be fashionable. I am just trying to deliver a clever collection with timeless pieces, beautiful fabrics and affordable prices. It sounds simple, but it is easier to do an expensive collection with crazy ideas. Sometimes, I just want to wear a nice white shirt, but trust me, it’s hard to find.”

Not anymore. AMI’s easy-to-wear, not-trying-too-hard collection has since converted a whole slew of men who want to dress like cool French dudes. Below, take a peek behind the scenes at the presentation of AMI’s Fall/Winter 2012 collection in Paris—then shop a few of our favorite looks from the video.

1. Button front shirt 2. Scandinavian sweater 3. Quilted barn jacket 4. Canadienne jacket 5. Basic tee 6. Houndstooth waistcoat 7. Plaid long peacoat 8. Two button topcoat 9. Chino pant 10. Wide wale corduroy pant