Amiri’s Core 2024 ad campaign leans into a sophisticated, minimalist aesthetic that defines the modern luxury fashion house. Captured through the lens of photographer Hart Lëshkina, the imagery presents a masterclass in editorial portraiture, stripping away distraction to highlight the precise tailoring and tactile qualities of the collection. Under the creative direction of Mike Amiri, the campaign moves with a quiet confidence, utilizing studio strobe lighting to craft high-contrast, black and white compositions that feel both cinematic and timeless. Stylist Gro Curtis ensures that every detail, from the distressed denim jackets to the structured double-breasted blazers, resonates with a refined, contemporary edge. Throughout the series, the models are placed against neutral grey backdrops, a choice that emphasizes the interplay between light and texture, whether it is the grain of rugged denim or the subtle embroidery on a polo shirt. By focusing on tight, deliberate profiles and candid shifts in gaze, the campaign avoids the noise of traditional commercial advertising in favor of a narrative centered on garment construction and personal expression. This project serves as a compelling look at the brand’s commitment to an elevated, understated style, proving that even the most pared-back visual language can leave a lasting, premium impact within the crowded luxury fashion industry.
