AMIRI Fall/Winter 2025 Campaign
by Adriano Batista
AMIRI’s new campaign builds a world. For Fall/Winter 2025, the brand creates a pure fantasy of Hollywood, a city made of light, shadow, and memory.
The entire project plays out at night. It draws from a century of film, using that history to shape its vision of Los Angeles. Director Todd Tourso and cinematographer Drew Daniels shot these vignettes on 35mm film, a choice that gives the images a rich, textured, and dream-like quality. The effect is a homage that feels both classic and completely current.
The story belongs to its characters. Actors Miles Caton and Lucky Blue Smith play new versions of themselves, urban idols moving through a single evening. We follow their individual arcs: a private moment on a rooftop, a secret meeting in a known hideaway, a quiet reflection during a drive through the city. Each offers a different perspective on life and the Hollywood ideal.
Their clothing is a central part of the narrative. The AMIRI collection appears as a natural element of this world. The palette of the fashion influences our view of the city itself. Each character possesses a defined style, from men’s tailoring with a relaxed Seventies silhouette to embroidered crochet evening gowns and velvet bomber jackets. Every piece holds meaning and expresses a specific feeling.
Check out the campaign images below:
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