The Spring-Summer 2025 campaign from AMIRI, captured by photographer Drew Vickers, is a tribute to the energy and creativity of Modern Jazz, which heavily influences the collection. According to founder Mike Amiri, music has always been the core inspiration for the brand, and this season’s campaign, set within the intimate space of a recording studio, pays homage to music idols and the electrifying atmosphere where their artistry is crafted.
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The campaign setting channels the timeless spirit of Modern Jazz, blending Californian ease with masculine Hollywood glamour. This narrative backdrop serves as the stage where AMIRI’s characters, portrayed as musicians, are immersed in their craft. The studio, reminiscent of historical photography sessions, captures artists in their creative process, offering a glimpse into the intimate moments that shape their public personas.
The garments in the campaign strike a balance between high fashion and relaxed wear, capturing the dual essence of day and evening attire. The collection includes embroidered suits relaxed by a casual cut and mid-century American leisurewear enhanced with delicate embellishments. This approach reflects the dual lives of musicians, bridging their private creative moments with their public stardom.
The color palette, featuring sun-bleached pastels alongside classic black and white, underscores the vintage influence while adding a luminous, mysterious quality to the portraits. These choices highlight the depth and the unseen moments of creativity that occur offstage, enhancing the visual narrative of transformation and artistic expression.
The campaign’s imagery, showcasing a series of portraits, celebrates the individual and collective journeys of artists. These portraits illustrate the transformative power of music and style, portraying AMIRI’s heroes in moments of genuine creativity and preparation that precede their public recognition.
With the Spring-Summer 2025 campaign, AMIRI continues to blend fashion with the vibrant spirit of music, especially influenced by jazz and big band legends of the mid-century. Mike Amiri’s background in designing for Hollywood musicians lends the collection an authentic grounding in music’s expressive power, maintaining the brand’s legacy of engaging a new generation through a lens of historical appreciation and contemporary innovation.
