Today, AMIRI, the west coast inspired luxury brand, unveiled its Autumn-Winter 2024 campaign as a tribute to Hollywood's golden age, captured by legendary photographer Glen Luchford.
The New Hollywood Vanguard
“For the Autumn-Winter 2024 AMIRI campaign, I was inspired by young actors at the cusp of their breakthroughs becoming real cinema artists - dressing up, but still being themselves. The talent we showcase in these images - actors Ashton Sanders, Seth Lee, and our AMIRI Ambassador, [musician] Sunwoo - exemplify a new generation shaping global culture. Here, these young idols become timeless icons," Mike Amiri, the brand's founder reveals. The chosen cast of stars: Ashton Sanders, Seth Lee, and Sunwoo, announced this past summer as AMIRI Ambassador – represent a new generation of global entertainment.
Through stills and motion picture, Luchford captures the raw energy of '90s New Hollywood, setting the campaign in the historic Palace Theatre of Los Angeles. The venue's glamorous past provides a fitting backdrop for the upcoming season's collection.
The Autumn-Winter 2024 collection showcases a fashion narrative of Old Hollywood elegance reimagined for today. Sharp tailoring, unexpected textures, and avant-garde cuts propel classic silhouettes into the present.
This campaign stands out for its narrative depth. A velvet smoking jacket draped over the shoulders evokes late-night script readings and dimly lit jazz clubs. A relaxed suit speaks to a new generation's approach to formal wear: respectful of tradition yet unbound by its rules.
Carefully curated accessories accentuate the collection, including casually knotted silk scarves and cinematic wide-brimmed hats. Each detail enhances the campaign's filmic quality.
The Future, Framed
With this campaign, AMIRI refines its West Coast vision. It's a world where artist and muse, performance and style, blur into a singular expression of creativity.
AMIRI's Autumn-Winter 2024 collection invites us to step into the spotlight with our own Hollywood-worthy stories. More than a cultural reference, this opulent campaign showcases AMIRI's vision for the brand's future – a convergence of style, cinema, and star power.
The AMIRI Autumn-Winter 2024 collection will be available in stores and online. In true Hollywood fashion, it leaves us eagerly anticipating what's next.