Amiri
Amiri's cinematic luxury fashion campaigns fusing West Coast ease with bespoke tailoring
Featured Amiri projects
This week's top Amiri projects, carefully handpicked by Visie's expert curators, showcase the best in style and innovation.
Project Amiri · Fall 2026 Ad Campaign
Amiri continues to cement its position within luxury fashion houses by leaning into the raw, counter-cultural spirit of 1970s California for the Fall 2026 ad campaign. Through the lens of photographer Myles Hendrik, the imagery channels a distinct sense of nostalgic rebellion, utilizing hard light and high-contrast flash photography to emphasize a gritty, tactile aesthetic. The creative direction, guided by Mike Amiri and art director Arthur Davison-Sharp, successfully merges a retro editorial sensibility with the polished demands of contemporary menswear. Captured against dimly lit, textured interiors that mirror the vintage narrative, the campaign features an ensemble cast including Yuta Jinguji and Bakar, whose presence amplifies the collection's focus on non-conformist style. Stylist Ellie Grace Cumming elevates the visual storytelling, pairing deep velvet trousers and knitwear with nuanced accessories that speak to a bygone era of rock-and-roll influence. The reliance on analogue film techniques serves as a cornerstone of this project, grounding the wardrobe in a palpable, lived-in reality that feels both timeless and urgent. By prioritizing atmosphere over traditional polish, the collaboration between the production design team at NuCalifornia and the wider creative collective creates a cohesive visual dialogue that captures the spirit of the Laurel Canyon scene. This campaign proves that luxury fashion can maintain its edge by embracing an unfiltered, cinematic approach to lifestyle storytelling that resonates deeply with a modern audience.
Project Amiri · 'Icon'Fall 2023 Ad Campaign
For the Icon Fall 2023 ad campaign, luxury fashion house Amiri leans into a sophisticated, soul-stealing aesthetic that prioritizes texture, heritage, and quiet power. Captured through the lens of photographer Karim Sadli, the campaign features Yasiin Bey and Talib Kweli in a series of intimate portraits that bridge the gap between high-end editorial and raw, cinematic storytelling. The imagery thrives on a deliberate interplay of light and shadow, utilizing low-key chiaroscuro and soft natural light to define the intricate weaves of herringbone overcoats and the sharp lines of structured leather jackets. Under the creative direction of Mike Amiri, the project feels anchored by a warm, vertical-grain wooden backdrop that offers a tactile counterpoint to the sharp, serif typography of the brand identity. With art direction from Jonny Lu Studio and a focus on deliberate styling by Ellie Grace Cumming, each frame is meticulously composed to highlight the interplay of premium materials—from ornate silver rings to layered knitwear. By avoiding excessive artifice, the campaign emphasizes a grounded, authentic presence that feels both timeless and modern. The result is a masterclass in fashion photography, where the deliberate use of studio strobe techniques and cinematic framing cements Amiri's position at the intersection of cultural legacy and contemporary luxury, inviting viewers into a world of curated, understated elegance.
Project Amiri · Amiri S/S 2025 Still Life
Amiri S/S 2025 Still Life is a collection of commercial product imagery centered on the house's latest seasonal accessories and footwear. Captured by photographer Antoine Spignardo, the series explores the interplay between luxury materiality and vintage-inspired environments. Featuring a mix of vertical and horizontal compositions, the project utilizes clean lighting and minimalist staging to highlight the intricate textures of patent leather, monogrammed duffels, and quilted accessories. The photography leans into a retro aesthetic, incorporating elements such as vintage guitar amplifiers and stacked luggage to provide a tactile foundation for the product range.
Project Amiri · Amiri S/S 2025 Campaign
The Amiri S/S 2025 campaign leans into a cinematic, editorial aesthetic that bridges the worlds of high-end fashion and studio performance. Photographer Drew Vickers captures the collection across a series of vibrant, warm-toned studio environments and moody, monochromatic music studio settings. The visual narrative is anchored by the precise set design of Jabez Bartlett, which incorporates vintage musical equipment to establish a refined, textured backdrop for the menswear. Fashion styling by Ellie Grace Cumming highlights the intricate details of the collection, ranging from embroidered blazers and sequined tailoring to statement accessories like circular brooches and amber-tinted sunglasses. Casting, led by Matt Mulhall and Noah Shelley, brings a distinct character to each portrait. The campaign moves between clean, natural light compositions and high-contrast, low-key chiaroscuro imagery, offering a nuanced look at the season’s tailored silhouettes.
Project Amiri · 2026 Winter Capsule
Amiri presents the 2026 Winter Capsule, a fashion campaign captured by photographer Micaiah Carter. The editorial series leans into an atmospheric aesthetic, set against the sprawling backdrop of a hillside city skyline at dusk. Throughout the imagery, the collection showcases a mix of knitwear, puffer jackets, and tailored outerwear. The execution relies on natural light and golden hour tones to highlight fabric textures, often utilising an analogue/film quality to ground the subjects within their outdoor environments. With creative oversight from designer Mike Amiri, the project features models Luke Pearson and Rapha Keijzer in a series of direct, composed portraits.
Project Amiri · Amiri Social Campaign Pre-Fall 2026
Amiri continues to redefine the intersection of high-end luxury and laid-back coastal aesthetics with its latest social campaign for the Pre-Fall 2026 collection. This streetwear-inspired initiative captures a quintessential moment of repose, grounding the brand’s sophisticated identity within a relaxed, lifestyle-oriented setting. Photographed by Santi de Hita, the campaign features model Blue River Wild positioned at the edge of a rugged, sandy coastline, an environment that invites a refreshing departure from the traditional, stark studio environments often associated with global fashion houses. The imagery utilizes bright, natural light to emphasize the rich texture of a signature blue and yellow plaid flannel shirt, highlighting the intricate embroidery and stylized typography that serve as the collection’s centerpiece. By leaning into this authentic, open-air atmosphere, the campaign effectively translates the Amiri ethos for a social-first audience, balancing elevated craftsmanship with an approachable, sun-drenched narrative. The soft-focus horizon and high-contrast concrete surfaces create a tactile depth that makes the garment feel lived-in and immediate. Through the lens of de Hita, the creative execution successfully merges the grit of skate culture with the polished sensibilities of luxury fashion, resulting in a cohesive visual story that feels both aspirational and deeply rooted in the ease of a West Coast summer afternoon, perfectly reflecting the brand's evolving aesthetic for the upcoming season.
Project Amiri · Pre Fall 26 by Giuseppe Mosca
Amiri’s Pre-Fall 26 collection, captured through the lens of photographer Leon Mark, serves as a masterclass in modern luxury fashion house aesthetics, grounding high-end design in a sense of effortless, sun-drenched realism. The campaign, which leans into a relaxed editorial minimalism, navigates the intersection of sophisticated streetwear and elevated leisurewear. Through a series of clean, studio-lit portraits and lifestyle shots, the collection highlights the brand's penchant for intricate texture—from the delicate embroidery on palm-tree-printed jackets to the crisp layering of pinstriped shirts and textured mesh underlayers. Models Jeranimo van Russel and Nikola Dakic anchor the imagery, embodying a cool, composed confidence that feels both contemporary and timeless. Rúben De Melo Moreira’s thoughtful styling choices, such as the strategic use of amber-tinted sunglasses and statement belt buckles, enhance the collection’s distinct identity. The lighting strategy utilizes a blend of natural light and studio strobe to create a soft, geometric play of shadows that emphasizes garment silhouettes without cluttering the visual narrative. By prioritizing a clean, neutral backdrop, the creative team ensures that the focus remains steadfastly on the interplay between the relaxed-fit denim, structured jackets, and the season's graphic motifs. This portrait-heavy approach offers an intimate look at the Amiri man, successfully synthesizing a high-concept fashion lookbook with an accessible, lifestyle-driven visual language that remains firmly rooted in the brand’s signature Southern California spirit.
Project Amiri · SS26
The Amiri SS26 collection marks a confident evolution in contemporary menswear, blending the relaxed fluidity of West Coast ease with the sharp, calculated precision of high-end tailoring. Captured through the lens of photographer Leon Mark, the campaign leans into a minimalist editorial aesthetic, utilizing soft, diffused studio strobe lighting to emphasize the rich textures of argyle knits, crocodile-embossed leathers, and intricate embroidery. The collection, styled with a discerning eye by Rúben De Melo Moreira, captures a series of clean fashion editorial portraits that place the focus squarely on the synthesis of streetwear sensibilities and luxury craftsmanship. Featuring model Yuval Harel, the imagery oscillates between sharp, double-breasted blazers and casual, distressed denim, creating a visual narrative that feels both aspirational and inherently wearable. By favoring a neutral, off-white seamless background, the project ensures the silhouette of every garment—from checkerboard zip-up jackets to structured leather totes—remains the protagonist. The result is a cohesive, polished lookbook that reinforces Amiri's position at the intersection of modern luxury and street-inflected culture. The use of natural light accents adds a subtle, organic warmth to the studio setting, softening the structured compositions while maintaining a crisp, high-fashion finish that communicates the brand's sophisticated vision for the upcoming season.
Project Amiri · AMIRI Pre-Spring 2026
The latest campaign for Amiri Pre-Spring 2026 captures a distinctively nostalgic narrative, blending the polished sensibilities of a luxury fashion house with the raw, lived-in aesthetic of academic and athletic subcultures. Photographed by HART LËSHKINA, the editorial series utilizes natural light to ground the collection in a tangible, documentary-style reality that feels both timeless and urgent. Whether staged against the gritty texture of metal stadium bleachers or the quiet confinement of a classroom, the imagery leans into a refined streetwear-inspired visual language that defines modern American luxury. Designer Mike Amiri explores the intersection of high-fashion construction and casual iconography, evident in the sophisticated layering of distressed denim, graphic sports jerseys, and tactile knitwear. The set design by James Rene serves as an essential anchor, transforming mundane environments like teal locker banks and wooden desks into elevated backdrops that frame the collection with authentic character. Featuring models such as Rubuen Bilan-Carroll, the campaign succeeds by prioritizing a candid, lifestyle-focused approach rather than mere exhibitionism. By stripping away artificial artifice in favor of soft, natural lighting and thoughtful composition, the project highlights the effortless wearability of the pieces while maintaining the high-end prestige associated with the brand. It is a masterclass in editorial storytelling, where every detail feels purposefully curated to evoke a specific, evocative mood that resonates beyond the frame.
Project Amiri · 'California Denim' 2023 Ad Campaign
Amiri captures the essence of the West Coast in its California Denim 2023 ad campaign, a collection that effortlessly balances high-end luxury fashion with an authentic, sun-drenched coastal spirit. Under the vision of creative director Mike Amiri, the project leans into a raw, tactile narrative, stripping away urban artifice to ground the brand in the tactile reality of the shoreline. The imagery utilizes natural light to emphasize the rich textures of the denim, showcasing everything from frayed, distressed jackets to structured corset tops and relaxed, cargo-style bottoms. By utilizing editorial photography that favors soft-focus horizons and high-key lighting, the campaign transforms functional apparel into a meditative exploration of movement and form. The subjects, captured in intimate, contemplative portraits, move seamlessly through the surf and sand, highlighting the interplay between the worn-in aesthetics of the garments and the ephemeral nature of the tide. This cinematic approach creates a visual dialogue between luxury craftsmanship and the simplicity of beachside living. Each shot feels deliberate yet breezy, successfully positioning the brand within a contemporary lifestyle framework while maintaining the rigorous design standards expected of a luxury fashion house. It is a masterful study of silhouette and texture that feels both grounded and aspirational, perfectly defining the modern Amiri denim identity.
Project Amiri · Pre-Spring 2024 Ad Campaign
The Amiri Pre-Spring 2024 ad campaign captures a seamless fusion of high-end luxury fashion and the relaxed, aspirational essence of contemporary Californian lifestyle. Shot by photographer Hart Lëshkina, the collection leans into editorial minimalism, utilizing natural light to accentuate the sharp tailoring and rich fabric textures that define the brand’s current trajectory. Under the creative direction of Mike Amiri, the campaign moves through a series of cinematic vignettes, shifting effortlessly from the crisp, high-contrast clarity of poolside afternoons to the intimate, atmospheric glow of city-view interiors at night. Whether focusing on the tactile quality of a shaggy-textured mustard overcoat or the intricate paisley patterns on structured handbags, each frame feels deliberate and polished. The campaign eschews heavy artifice, instead favoring clean compositions that highlight the interplay between modern architectural lines and the human form. By placing subjects against panoramic urban horizons, the imagery channels a sophisticated sense of place, allowing the garments to serve as both objects of desire and expressions of effortless poise. This body of work reinforces the house’s reputation for blending traditional luxury craftsmanship with a progressive, relaxed sensibility, resulting in a series that is as much a portrait of a mood as it is a showcase of seasonal design.
Project Amiri · Spring 2024 Ad Campaign
The Amiri Spring 2024 ad campaign serves as a masterclass in luxury fashion storytelling, seamlessly blending high-end sartorial precision with a serene, nautical-inspired escape. Photographed by Drew Vickers under the visionary creative direction of Mike Amiri, the campaign leans into a sophisticated editorial aesthetic that prioritizes tactile luxury and relaxed, oceanic tranquility. Across a series of images capturing both coastal balconies and the decks of yachts, the imagery channels a cinematic quality through the strategic use of natural light, which crisply defines the intricate wave-motif knits, structured tailoring, and delicate floral accents central to the season. The art direction, led by Jonny Lu, ensures a cohesive narrative that emphasizes the interplay between raw, rugged landscapes and polished high-fashion silhouettes. Featuring models Viktor Krohm, Leo Levy, Prince Diamond, and Godwin Alwell Okereuku, the project masters a sense of quiet intensity. By focusing on deep, atmospheric blues and soft dusk-like textures, the campaign elevates the brand identity, moving beyond traditional commercial photography into a realm of refined lifestyle portraiture. Every frame is meticulously composed, balancing sharp focus on premium accessories with an expansive, ambient backdrop, effectively positioning the collection as both timeless and urgently modern for the discerning luxury consumer.
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