Amiri has unveiled its pre-fall 2025 campaign, inspired — naturally — by Los Angeles.
“This collection is about capturing the poetry of Hollywood in the summer, a hillside estate at golden hour, the relaxed glamour of a star in their own home, and the tactile refinement of vintage Hollywood interiors,” founder and creative director Mike Amiri told WWD in an exclusive statement. “It’s a story deeply rooted in the spirit of our city and one which will always inspire us.”
Amiri’s pre-fall campaign.
Courtesy of Amiri/Bon Duke
The images capture idealized scenes of summer in L.A., which Amiri calls home. Like the fall 2025 collection (showcasing leather, satin and velvet in rich hues), pre-fall stays in ‘70s territory — but this line is made for the city’s sun-drenched days and warm summer nights.
Amiri continues to offer suiting, with elongated and relaxed tailoring, as well as crochet and knits. The collection includes figure-hugging evening dresses (including halters), distressed jersey T-shirts mimicking vintage designs and outerwear with custom patches, alongside Amiri signatures like biker jackets, bandana prints (this time, it’s bleached) and his “MA Quad” monogram. There’s new, lightweight denim, made in Italy, with a soft and worn-in look. Some jeans are adorned with crystals, while others have a grunge and vintage, aged appearance.
Amiri’s pre-fall campaign.
Courtesy of Amiri/Bon Duke
Accessories include a trucker hat, small tote and camera case, with a few bearing the same “MA Quad” monogram. The campaign highlights the new eyewear collection, which incorporates gold-plated motifs, with classic rectangular shapes and aviator styles — another nod to the ’70s.
The campaign was shot by Bon Duke, with set design by Maxim Jazek and styling by Michael Vasquez. The models featured are Lara Menezes, Rapha Keijzer, Lainey Hearn, Saul Symon and Kaplan Hani.
Amiri’s pre-fall campaign.
Courtesy of Amiri/Bon Duke