The Many Sides of Canelo: The AMIRI FW25 Campaign
by Adriano Batista
For its Fall/Winter 2025 campaign, AMIRI turns its focus to a new brand ambassador: world champion boxer Saúl “Canelo” Álvarez.
Photographed by Hart Leshkina within the rooms of a vintage mansion, Álvarez appears as both the global sports icon known to millions and as a private individual. The clothes move between formal and casual, reflecting the different sides of his life. He wears sleek tailoring, ruffled tuxedo shirts, and unknotted bow-ties from the FW25 runway collection. These are paired with the raw, practical tools of his own craft: the hand-wraps of the boxing ring.
This contrast is central to AMIRI. The brand was born from performance, from founder Mike Amiri’s history of dressing music legends for the stage. It often explores the space modern idols occupy between the spotlight and their off-duty lives. Here, Álvarez uses clothing as a means of communication. The looks convey confidence and strength, reflecting his own personal style.
Check out the campaign images below:
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