Amiri

Aug 2023

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.

Editorial, Vertical, Commercial, Vertical, Commercial, Commercial

Natural light, Natural light

Luxury Fashion Houses, Fashion, Fashion