The Amiri Pre-Spring 2025 ad campaign serves as a masterclass in atmospheric storytelling, channeling a moody, cinematic aesthetic that firmly anchors the luxury fashion house in its California roots. Directed by Hart Leshkina with creative direction by Mike Amiri, the campaign transports the viewer into a dimly lit, wood-paneled lounge that feels both vintage and strikingly contemporary. By utilizing low-key chiaroscuro lighting and a rich palette of deep greens, warm mahogany, and burgundy, the imagery leans into a refined, club-like intimacy. The collection itself is front and center, defined by intricate embroidery, bold graphic prints featuring billiard motifs, and sharp, tailored silhouettes. The technical execution relies on a sophisticated mix of natural light and studio strobe techniques, creating a shallow depth of field that emphasizes the tactile nature of the knitwear, leather, and tweed fabrics. Featuring a diverse cast meticulously curated by casting director Noah Shelley, the campaign moves beyond traditional fashion portraiture to cultivate a relaxed yet polished lifestyle narrative. With cinematography by Cooper Lichacz, the imagery flows with a rhythmic, editorial sensibility, capturing moments of leisure—a game of cards, a quiet drink—that elevate the clothing into a broader study of modern masculinity and effortless Los Angeles style.
