AMIRI presents the Spring Summer 2026 campaign, “Chateau AMIRI, California,” featuring an ensemble cast led by Emmy and SAG-award winner Michael Imperioli. Actor Danny Ramirez and musician Malcolm McRae join him to bring this cinematic vision to life. Alongside them, models Jordan Daniels and Heather Diamond Strongarm appear within the imaginary hotel.
SPRING SUMMER 2026
This project introduces a meeting place for different lives, lifestyles, and stories. The setting pays homage to the haunts and locales that shaped the modern mythology of Hollywood, using nostalgia to reference the Golden Age of 1970s Los Angeles.
Chateau AMIRI serves as an arena for rendezvous where intersecting realities meet. Characters cross paths within unfamiliar bedrooms, empty suites, crowded lobbies, and sun-dappled pools. Filmic narratives emerge through these imagined spaces as the campaign explores fragments of identities. Viewers glimpse these scenes like parts of an undiscovered movie. Each participant plays a heightened, imagined version of themselves to find a truth inside the fiction.
Each star adopts a new role for the season. One appears as the aspiring actor in sharp tailoring, while another plays the producer in a silk robe. The Hollywood idol wears an embellished tuxedo. New icons appear in slender, sparkling evening gowns. The collection also introduces the latest emblem of the house, the Honey bag. These characters contradict each other to reflect the attraction of opposites. The range pairs the languid and laid-back with the dressed-up, placing the relaxed alongside the refined.
Photographer Hart Leshkina captured these figures in still images, while Bon Duke brought them into motion. These characters span different universes, creative spheres, and alternate perspectives. Mike Amiri states that character serves as the starting point for everything he creates. Cinema, which he describes as the soul of Hollywood, shapes his work.
