Combining classic Hollywood allure with contemporary fashion, AMIRI has launched its Fall/Winter 2024 campaign, showcasing a collection that pays homage to the golden age of cinema while addressing the sartorial needs of the modern man. Shot by renowned photographer Glen Luchford at the iconic Palace Theatre in Los Angeles, the campaign features a trio of rising stars: actors Ashton Sanders and Seth Lee, and South Korean musician Sunwoo.
Mike Amiri, founder and creative director of the brand, explains the inspiration behind the collection: “I was inspired by young actors at the cusp of their breakthroughs becoming real cinema artists – dressing up, but still being themselves.” This vision is beautifully realized in the campaign imagery, which evokes the spirit of archival film stills while maintaining a fresh, forward-thinking aesthetic.
The collection itself is a masterful blend of nostalgia and innovation. Standout pieces include a button-down shirt adorned with landscape drawings of Los Angeles, featuring iconic landmarks such as the Hollywood sign and the Capitol Records building. High-waisted trousers, preppy sweaters, and flowing silk shirts underscore the collection’s nod to the Hollywood style of the 1940s and ’50s, reimagined for the 21st century.
Luchford’s photography captures the essence of Old Hollywood glamour, presenting the young talent as both contemporary idols and timeless icons. The Palace Theatre serves as the perfect backdrop, its historic architecture providing a rich context for AMIRI’s sartorial storytelling.
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The campaign also underscores the brand’s commitment to celebrating diverse talent across creative disciplines. By featuring actors Sanders and Lee alongside musician Sunwoo, AMIRI demonstrates its global appeal and its finger on the pulse of contemporary culture.
AMIRI’s Fall/Winter 2024 campaign is a testament to the enduring appeal of Hollywood and its influence on men’s fashion. Blending classic silhouettes with modern sensibilities, AMIRI has created a collection that speaks to the aspirations of a new generation of style-conscious men.
