PRE-FALL 2024 CAMPAIGN
AMIRI’s Pre-Fall 2024 collection is expressed through a spirit of relaxation and laidback elegance. Inspired by this attitude, the accompanying campaign imagery relocates the idyllic beach clubs that adorn Europe’s coastlines to AMIRI’s home of California. Photographed by Hart Leshkina and styled by Gro Curtis, the campaign sees AMIRI’s cast form their own beachside retreat, fusing Californian culture with a European laidback glamour.
Throughout, soulful renditions of house classics offer new interpretations. Guided by a spirit of endless summer, California’s golden coastline is reimagined and redefined through notions of resort club comfort. Embracing rich, lightweight fabrications, an easeful silhouette encourages a sense of relaxation and leisure, illustrated by deconstructed linen tailoring, and silk sets adorned with the house's signature bandana print pattern. Subtle fabrication play sees baseball jerseys reimagined in perforated leather, as a suit blazer is ornamented with the house’s MA jacquard logo, and a co-ordinating bouclé shirt and short set is cast with a distorted deep blue check, reflecting wavy swimming pool tiles.
The setting embodies the youthful elegance of the collection. Through refined execution, thrifted silhouettes and customized details become effortless, elevated and embellished. Reflecting serene landscapes, soulful dawn-to-sunset hues reflect the palette of soft pinks, deep ocean blue, vivid reds and pastel greens. Translating paradisaic memories, a handpainted and embellished portrait of a Malibu beach scene transforms a traditional varsity jacket into a vivid mixed-media artistic canvas, while AMIRI Resort Club imagery is introduced as a five-star destination, depicted by airbrushed prints inspired by Venice Beach’s iconic art walls.
The collection’s motifs echo their surroundings, expressed in prints, jacquards, and embellishments. Tropical watercolor florals speak of coastal nature, as does intricate palm tree linen embroidery and AMIRI’s staggered wave motif – a recurring theme capturing the curling surf waves of Malibu, and beyond.
Rooted in experience, imagination scripts tales of endless summers – near and far, painting a picture of relaxed sophistication.
