What happens when the mythology of 1970s Los Angeles collides with the restless energy of today?
For Autumn-Winter 2026, AMIRI finds the answer in Laurel Canyon Fever, an imagined night in the hills of Los Angeles where music, fashion, art and individuality come together. More than a campaign, it is a portrait of a creative community, and of a city that has always shaped Mike Amiri’s vision.
Laurel Canyon has long existed somewhere between reality and mythology. Once a refuge for musicians, artists and outsiders, the hills became synonymous with a particular kind of Californian freedom: a place where music, counterculture and personal style could exist without boundaries. AMIRI revisits that legacy not through nostalgia, but by imagining what that same creative collision might look like today.
Shot by Myles Hendrik, the campaign unfolds inside an imagined Laurel Canyon residence, where conversations overlap, personalities collide and the boundaries between fashion, music and nightlife dissolve. Rather than presenting a perfectly choreographed fashion spectacle, the images feel like fragments of a night remembered: a glance across the room, an interrupted conversation, an instinctive pose, a moment caught before anyone has had time to perform for the camera.
It is precisely this sense of spontaneity that defines the campaign. Mike Amiri’s vision of American luxury has always been deeply connected to individuality, and here the clothes become part of the characters rather than costumes imposed upon them.
The cast reflects that philosophy. Yuta Jinguji, musician, actor and AMIRI Global Brand Ambassador, joins British musician Bakar, Noah Dillon, Chandler Lucy, electronic duo The Hellp, actors Avan Jogia and Bella Podaras, and models and DJs Jade Croonenberghs and Bianca Lexis. Together, they create the portrait of a contemporary creative community: different personalities, backgrounds and disciplines connected by a shared attitude.
The collection itself revisits the codes of West Coast style through a distinctly contemporary lens. The influence of the 1970s is present, but never treated as nostalgia. Relaxed tailoring meets Western references, leather, denim and evening pieces, while the finer details — intricate embroidery, flocked velvet, embellishment and precise construction: reinforce the craftsmanship at the heart of the AMIRI aesthetic.
Among the collection’s familiar signatures are rugged denim, sleek tailoring, sensuous knit dresses and the AMIRI Ryder boot. A new house icon also enters the scene: the AMIRI Biscotto, whose soft, rounded character introduces a more sensual expression of the brand’s Californian ease.
And then there is the music.
The soundtrack is “Here I Am” by The Hellp, the Los Angeles-born electronic duo who also appear in the campaign. Their presence gives the imagery an additional pulse, connecting the clothes directly to the city’s contemporary underground energy.
Ultimately, Laurel Canyon Fever is less interested in recreating a particular era than in asking what remains of its spirit. The answer, in AMIRI’s world, is character: the freedom to dress instinctively, to move through a room without a script, to belong to a community without losing your individuality.
Los Angeles becomes more than the campaign’s setting. It becomes its protagonist: restless, seductive, nostalgic and constantly reinventing itself.
Fashion here is not something to perform. It is something to live.
