Amiri

May 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.

Lifestyle

Natural light

Streetwear, Fashion