AMIRI has introduced its Fall Winter 2025 campaign, “Hollywood Noir,” a project shaped by the cinematic visions that defined Hollywood across the last century. Presented as a series of short narrative films, the campaign unfolds at night in Los Angeles, with a cast led by Lucky Blue Smith and Miles Caton. Inde Navarrette, Keith William Richards, Bethany Nagy, Julie Hardin, Claire Delozier, Leo Comanescu, Blue River Wild, and Samuel Owen expand the ensemble, creating a set of characters who move through the city after dark.
Each short film captures one character over the course of a single night, building a story that ties fashion to the city itself. Smith appears in the first film, where he prepares for an evening before arriving at a bar filled with familiar faces from Los Angeles nightlife. His wife, Nara Smith, provides narration, offering intimate commentary with lines such as, “Don’t mix metals. It’s like mixing drinks, makes you look sloppy.” Her voiceover adds a personal dimension that connects the imagery to real relationships.
Directed by Todd Tourso and filmed on 35mm by Drew Daniels, the campaign’s visual language draws on Hollywood’s long history of nocturnal storytelling. Tourso stages each scene with scripted movement and choreography, while Daniels’ use of film creates an atmosphere that feels rich and physical. The approach positions the clothes as integral to the performances, giving the fashion weight within each frame.
Caton, who first rose to prominence in Ryan Coogler’s Sinners, steps into his own character arc, embodying a figure who navigates the streets of Los Angeles with intensity. Richards and Navarrette appear in cameos, expanding the texture of the cast.
The films link each character to AMIRI’s collection. Slick men’s tailoring with a languid Seventies cut, embroidered crochet evening gowns, velvet bomber jackets, and embroidered tuxedos set the tone for how the city is portrayed. According to AMIRI, the palette of the clothing becomes a lens, coloring the way Los Angeles appears.
The campaign also ties its imagery to the Hollywood Roosevelt Hotel, an emblematic site on Hollywood Boulevard that has remained tied to the film industry for decades. Shots move between hotel suites, limousines, and intimate bars, creating a thread that runs through the entire project. These spaces act as settings where the characters’ lives cross, always under the cover of night.
AMIRI frames each piece of clothing as active within the scene: tuxedos glisten under neon, tailoring takes on sharpness in dim corridors, gowns shimmer beneath chandeliers. The clothes and the characters move together, shaping how the audience interprets Los Angeles after dark.
By placing its cast in layered scenarios, AMIRI positions “Hollywood Noir” as more than a fashion presentation. It creates a set of interconnected portraits of life in Los Angeles, filtered through style choices that define identity. Every short film offers a different point of view, from Caton’s drive through the city to Smith’s entrance into a bar filled with energy.
