Amiri

Aug 2024

Amiri continues to redefine the intersection of luxury fashion and cinematic storytelling with its Fall 2024 ad campaign. Shot through the lens of photographer Glen Luchford, the campaign channels a moody, theatrical intensity that leans into the brand's rock-and-roll heritage. The imagery captures a series of intimate, atmospheric moments set within dim dressing rooms and the hollowed, velvet-drenched silence of an empty movie theater. Under the creative direction of Mike Amiri and the precise art direction of Jonny Lu Studio, the project embraces a sophisticated, editorial minimalism that allows the intricate craftsmanship of the collection to take center stage. Stylist Ellie Grace Cumming elevates the ensembles with a focus on layered textures, pairing heavy metallic patterns and shimmering suiting with effortless, scarf-adorned detailing. The aesthetic is defined by a masterly use of low-key chiaroscuro lighting, which renders the clothing in rich, warm earth tones while casting deep, evocative shadows against deep red curtains. Featuring models Sunwoo, Ashton Sanders, and Seth Lee, the campaign reads as a nostalgic yet forward-looking exploration of the performer’s private world. By utilizing natural light to highlight the reflective quality of silver pins and structured tailoring, the campaign avoids the clinical feel of standard lookbooks, opting instead for a gritty, cinematic realism that feels both personal and high-fashion.

Editorial, Cinematic

Natural light

Luxury Fashion Houses, Fashion