AMIRI is always inspired by characters – by personality, individuality, and identity. As part of the FW25 campaign, the latest AMIRI brand ambassador, world champion boxer Saúl ‘Canelo’ Álvarez, features in an extension of the brand’s seasonal campaign.
Within the rooms of a vintage mansion, a new iteration of modern masculine elegance and self-expression is proposed. Photographed by Hart Leshkina, Álvarez appears simultaneously as the sporting icon he represents to millions, but also his own man – in clothes that shift between formal and casual, the different sides of his public and private persona.
Born from performance – from the origin story of Mike Amiri dressing Hollywood legends for the stage – AMIRI always explores the tension between modern idols off-duty, and in the spotlight. Here, Álvarez mixes refined looks from the FW25 AMIRI runway collection – sleek tailoring, ruffled tuxedo shirts, unknotted bow-tie – with the raw tools of his own artistry, hand-wraps of the boxing ring.
Fashion, for Mike Amiri and for Canelo Álvarez, is a means of communication, conveying your confidence, your strength. Here, Álvarez showcases his own sartorial style through AMIRI wardrobe signatures – precise suiting in unexpected hues, the nostalgic nod of a formal shirt and tie, and heightened interpretations of hyper-classic American sportswear pieces – a subtle nod, here, to Álvarez’s own skill, the excellence of his craft.
