Within the interiors of a Hollywood Hills estate, a series of different storylines unfold: a nonchalant gathering in a sun-drenched lounge room; fleeting profiles cross in a mid-century wood-paneled rec room; laid-back figures are framed in the window of a vintage car, or pause by an azure pool, the rolling Pacific skyline the perfect backdrop for this Californian dream.
The AMIRI Pre-Fall 2025 campaign captures idealized scenes of summer, inspired by Los Angeles – the home of AMIRI, and the brand’s source of inspiration. Effortless and laid-back, the campaign shows glimpses of different Hollywood stories, new narratives, rooted in a wardrobe that elevates vintage-inspired pieces and reimagines them for today. After campaigns capturing AMIRI stars on the town, here they are showcased in the intimacy of a home, shot at their leisure.
Nodding to nostalgia, reinventing the past for the future, the AMIRI Pre-Fall 2025 collection itself reflects on golden eras of Hollywood, through playful hints of the 1970s reflected in textures of crochet and knit, elongated louche tailoring and sinuous, body-skimming evening dresses. Softened and distressed jersey tees mimic true vintage pieces, while custom insignia and patches are reminiscent of souvenirs, clothes with a life and their own story to tell. The ease of these images echoes the attitudes of the clothes – mellow workwear, relaxed athletic silhouettes, chilled and authentic.
Alongside, AMIRI’s own timeless signatures – bandana prints, the MA Quad Monogram, iconic biker jackets and slick suiting. These pieces – like these images – meld today with yesterday, a sense of history with the spirit of now. Sunglasses from the new AMIRI Eyewear collection — crafted in acetate with golden Art Deco-inspired detailing — punctuate the looks as the campaign’s hero accessory.
Captured on a bold cast of new faces, this campaign celebrates a collection of contrasts: like stills taken from a movie, in the golden light of sunset, they reflect the eternal appeal of Hollywood.
