Amiri’s Spring-Summer 2025 campaign blends the rich influence of modern jazz, paying homage to both the legacy of Hollywood musicians and the evolving landscape of contemporary fashion.
Captured by Drew Vickers and styled by Ellie Grace Cumming, the campaign transports viewers into a carefully curated recording studio, where the energy of jazz defines both the mood and visual style. This setting is a tribute to Mike Amiri's early work crafting bespoke pieces for Hollywood’s elite musicians—a pivotal era that remains a cornerstone of the brand’s identity.
The campaign features Noen Eubanks, Abas Abdirazaq, Nataniel Busa, and Samuel Elie, presenting a "young band of Amiri heroes" in dynamic, intimate moments. Their narrative mirrors the journey from private artist to public icon, grounding the collection in a story of personal and artistic evolution that is reflected in the campaign’s powerful visual contrasts.
Textural experimentation is central to the collection, with a striking jacket featuring intricate patterns, detailed collars, and buttons. Another standout moment introduces a vibrant, sunshine-yellow bowling shirt adorned with radiant starbursts, paired with bold tortoiseshell frames and a medallion necklace—perfectly capturing Amiri’s signature fusion of “Californian ease and masculine Hollywood glamour.”
A mint-toned shimmering suit with white shawl lapels further exemplifies the seamless blending of couture and casual wear. A treble clef emblem on the black collar piece acts as a direct nod to the musical inspiration behind the collection. This pairing of nostalgic pastels with the timeless elegance of black-and-white photography evokes the visual language of mid-century studio portraiture, adding depth to the campaign’s storytelling.
Art directed by Jonny Lu Studio, with brand direction by Nima Zaribaf, the campaign perfectly balances vintage nostalgia with a modern edge. Production by Farago Projects, set design by Jabez Bartlett, casting by Noah Shelley, and grooming by Matt Mulhall all contribute to an atmosphere that speaks to the refined and dynamic spirit of the collection.
Amiri’s Spring-Summer 2025 collection embodies the designer’s distinctive vision: relaxed tailoring infused with luxury, and mid-century American leisurewear elevated with precious details. The result is a visual narrative that captures the fleeting yet powerful moments when creators are most authentic—before the spotlight turns them into icons.