.new campaign
AMIRI Core Collection
A Californian Dream
written Amanda Mortenson
The latest Core Campaign from AMIRI reframes the narrative of Californian fashion, presenting a studio-captured series that articulates the essence of the brand’s aesthetic.
Hart Lëshkina’s photography serves as a profound medium that explores the depth of black and white imagery, emphasizing texture and form over color.
seen Hart Lëshkina
styled Gro Curtis
Gro Curtis’ styling reinforces this narrative, selecting pieces that seamlessly blend AMIRI’s relaxed sophistication with innovative design elements. The collection showcases the brand’s iconic motifs—the MA emblem, Arts District logo, Bones, Shotgun distress, Bandana Paisley, and the '22' motif—as foundational, each adding layers of narrative to the minimalist presentation.
AMIRI's materials play a crucial role, bridging timeless fabrics like cashmere, cotton, and leather with groundbreaking techniques such as crochet mesh knitwear and denim jacquard. These materials are manipulated with precision, proving that luxury can maintain its allure without the crutch of color, thriving instead on its textural contrasts and meticulous construction.
AMIRI explores the fusion of heritage styles with forward-thinking silhouettes, affirming the collection’s role in shaping modern wardrobes. The garments are designed for aesthetic appeal and for their ability to anchor a lifestyle of understated luxury and innovation.
With this campaign´s concept, AMIRI creates a dialogue with its audience, suggesting that fashion can transcend the conventional boundaries of style and become a foundational element of personal identity and cultural expression.
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(c) AMIRI 2024