AMIRI AMBASSADOR SAÚL CANELO ÁLVAREZ FOR THE AUTUMN-WINTER 2025 CAMPAIGN

AMIRI is always inspired by characters - by personality, individuality, and identity. As part of the Autumn-Winter 2025 campaign, the latest AMIRI brand ambassador, world champion boxer Saúl ‘Canelo’ Álvarez, features in an extension of the brand’s seasonal campaign.

Within the rooms of a vintage mansion, a new iteration of modern masculine elegance and self-expression is proposed. Photographed by Hart Leshkina, Álvarez appears simultaneously as the sporting icon he represents to millions, but also his own man - in clothes that shift between formal and casual, the different sides of his public and private persona.

Born from performance – from the origin story of Mike Amiri dressing Hollywood legends for the stage - AMIRI always explores the tension between modern idols off-duty, and in the spotlight. Here, Álvarez mixes refined looks from the Autumn-Winter 2025 AMIRI runway collection - sleek tailoring, ruffled tuxedo shirts, unknotted bow-tie -with the raw tools of his own artistry, hand-wraps of the boxing ring.

Fashion, for Mike Amiri and for Canelo Álvarez, is a means of communication, conveying your confidence, your strength. Here, Álvarez showcases his own sartorial style through AMIRI wardrobe signatures - precise suiting in unexpected hues, the nostalgic nod of a formal shirt and tie, and heightened interpretations of hyper-classic American sportswear pieces - a subtle nod, here, to Álvarez’s own skill, the excellence of his craft.

Founder & Creative Director: Mike Amiri

Talent: Saúl ‘Canelo’ Álvarez

Photography: Hart Leshkina

VP, Brand: Nima Zaribaf

DP: Cooper Lichacz

Stylist: Michael Vasquez

Set Designer: James Rene

Groomer: Sylvia Wheeler