PRE-FALL 2025

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.

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.

Creative Direction: Mike Amiri
Photography: Bon Duke
Brand Direction: Nima Zaribaf
Casting: Noah Shelley
Talent: Lara Menezes, Rapha Keijzer, Lainey Hearn, Saul Symon, Kaplan Hani
Production: Farago Projects
Set Design: Maxim Jazek
DOP: Cooper Lichacz
Styling: Michael Vasquez
Hair: Clarissa Nyomi
Make-up: Kendell Cotta