Amiri

Aug 2026

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.

Editorial, Lifestyle, Commercial, Moody, Gritty, Retro, Nostalgic

Flash, Hard Light, Analogue / film

Luxury Fashion Houses, Menswear, Fashion