AMIRI FW 24 Campaign, featuring Ashton Sanders, Seth Lee and Sunwoo, celebrates classic Hollywood, through the lens of photographer Glen Luchford. Drawing inspiration from the city’s cinematic history, AMIRI Creative Director Mike Amiri channels Hollywood’s past, present, and future into a visual narrative. This campaign stars a trio of rising talents: American actors Ashton Sanders and Seth Lee, alongside South Korean musician and songwriter Sunwoo, who is also AMIRI’s brand ambassador.
The choice of talent for this campaign is both deliberate and inspired. Ashton Sanders, known for his roles in critically acclaimed films, has raw, powerful talent. Seth Lee brings a unique perspective to the screen with his distinctive performances. Meanwhile, Sunwoo, as a member of the popular K-pop group The Boyz, delivers his style effortlessly. Each of these individuals stands at a crossroads in their career, following AMIRI vision of youthful energy and creative evolution.
Set in the historic Los Angeles’ Palace Theatre, the campaign’s imagery is steeped in nostalgia, reflecting the early days of ’90s New Hollywood. The choice of this venue lends authenticity and a sense of grandeur to the visuals. Glen Luchford’s photography possesses a timeless quality, reminiscent of archival film stills, yet is still firmly rooted in the present.
The Fall Winter 24 collection is a narrative device that tells a story through fabric and form. Each piece of the collection is designed with the personalities of Sanders, Lee, and Sunwoo in mind. From tailored suits that echo the sophistication of Hollywood’s golden era to more avant-garde pieces that push contemporary boundaries, the collection bridges the gap between past and present. The fashion serves as an extension of the talents’ personas, making them not just models but protagonists.
Mike Amiri’s vision for the Autumn-Winter 2024 campaign is a tribute to the young creatives who are influencing cultural landscapes. By choosing Sanders, Lee, and Sunwoo, AMIRI is highlighting a new generation of artists relevant to entertainment and fashion industry. Take a closer look at the AMIRI FW 24 Campaign starring Sunwoo, Ashton Sanders and Seth Lee in the Gallery below:
