Fashion brand AMIRI unveiled its Pre-Spring 2024 campaign that presents a vision of Americana, set in the iconic modernist Stahl House: Case Study House nº22, above the Los Angeles skyline. The campaign, conceived by Mike Amiri and captured by photographer Hart Lëshkina, unfolds with a cast of dreamers, musicians, and muses engaging in improvised jam sessions and late-night listening parties, celebrating US youth culture across different eras.
The campaign’s aesthetic features a soulful color palette of rich champagne, black, deep yellow, and forest green, creating a free-spirited rhythm across tactile, sophisticated textures. The imagery evokes the vibe of LA’s underground jazz bars with mid-century Champagne glasses and cigarette smoke illustrations, while relaxed silhouettes set a contemporary tempo. The collection includes faux fur outerwear, layered shirting, and a reimagined traditional baseball shirt in bandana jacquard denim. Key house emblems like bandana, tie-dye, paisley, star, and houndstooth are combined with artisan touches, including 3D knitted polka dots and trompe l’oeil bleached-out stripes.
The campaign also highlights deconstructed workwear and voluminous denim silhouettes, reflecting a vintage sensibility with treated and distressed finishes, customized with individual flourishes. The MA Runner, a new icon, is an exaggerated take on 90s running shoes, blending technical details with everyday sophistication.
AMIRI’s expertise in contemporary craftsmanship is showcased in its womenswear, with classic materials re-examined and re-crafted into versatile everyday statements. The collection features the MA Bustier, a modern reinterpretation of a familiar silhouette, paired with wide-leg cargo pants, and a structured black leather panel dress that exemplifies elegance and empowerment. Signature accessories include the Micro MA and Triangle bags, adorned with paisley decoration and a logoed bandana handle.
The campaign also introduces a new tailoring capsule, captured poolside, which reinterprets traditional formal wear with a relaxed, West Coast-inspired spirit. This includes double-breasted tailored silhouettes streamlined to reflect a refined sense of performance, embodying AMIRI’s contemporary approach to the art of tailoring in the Pre-Spring 2024 collection.
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