Amiri

May 2025

The Amiri Pre-Fall 2025 ad campaign is a masterclass in atmospheric storytelling, grounding the brand’s luxury fashion aesthetic within the nostalgic, tactile warmth of mid-century modern interiors. Captured through the lens of photographer Bon Duke, the editorial project leans into a cinematic lifestyle quality, where natural light spills across wood-paneled walls and retro musical equipment to create a sense of refined, sun-drenched ease. Under the guidance of creative director Mike Amiri, the collection is brought to life through a cast of models including Kaplan Hani, Lainey Hearn, Lara Menezes, Rapha Keijzer, and Saul Symon, whose styling—curated by Michael Vasquez—expertly balances intricate knitwear, structured tailoring, and nostalgic denim. The campaign feels less like a traditional product showcase and more like a captured moment of sophisticated leisure, with casting by Noah Shelley and production by Farago Projects ensuring every frame aligns with the brand’s distinctively polished vision. From portraits featuring shallow depth of field to wider compositions highlighting mid-century architecture and vintage sports cars, the visuals utilize soft, directional lighting to accentuate the texture of the garments. With hair by Clarissa Nyomi and makeup by Kendell Cotta, the models inhabit these lush environments with a sense of quiet, contemporary cool, effectively synthesizing the past and present into a cohesive editorial narrative that exemplifies the current trajectory of modern luxury fashion houses.

Editorial, Lifestyle, Vertical

Natural light

Luxury Fashion Houses, Fashion