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.
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