Hollywood Noir – at night, after dark. The AMIRI FW25 campaign unfolds as a nocturnal epic, captured in moving and still images against a neon nightscape of Los Angeles.
Inspired by the cinematic visions that have shaped our perceptions of Hollywood across a century, the campaign plays out through a series of short narrative films, individual scenarios that explore our ideas and ideals of Los Angeles. Intricately scripted and choreographed, shot on 35mm film by Drew Daniels (Anora), they fuse nostalgic nods to the glamour of the past with the dynamic energy of now, in lushly-colored visuals with a dream-like quality.
Starring Miles Caton – renowned for his breakout role in Ryan Coogler’s Sinners – and Lucky Blue Smith, each plays a heightened version of themselves, adopting their own persona as a new unique character, an urban idol captured in twilight, with cameos from Keith William Richards and Inde Navarrette. Nara Smith lends her voice in a reflective narration over the scene with her husband, Lucky Blue, adding a layer of intimacy and perspective. The short films, directed by Todd Tourso, each follow one of these singular figures, capturing a fragment of their perspective of a single unfolding night in the City of Angels. An introspective moment on a rooftop, moments from a word-of-mouth Hollywood hideaway, a moment of reflection driving through a darkened city. Each of their arcs offers a different view on life, and on the Hollywood dream.
Opulent, rich, multilayered, within each short the AMIRI FW25 collection becomes part of the action – embodied by these actors, inherent to the narrative. The palette of the fashion informs our view of Los Angeles, a lens through which we view the cityscape – literally coloring our view. And each character, in turn, has their own distinct fashion, a defined style – from slick men’s tailoring with a languid Seventies silhouette, to sparkling embroidered crochet evening gowns, to embroidered velvet bomber jackets and glistening embroidered tuxedos. Every piece has meaning, expresses feeling.
The nexus is the iconic art deco architecture of the Hollywood Roosevelt Hotel on Hollywood Boulevard – a throwback to cinema’s Golden Age, populated by emblematic actors past and present, and still a fixture within the city today. Both the motion pictures and campaign images form snapshots of one night and multiple lives inside and outside the Hollywood Roosevelt – from hotel suite, to limousine, to lush, darkened bar. This is the night before the morning after.
With an identity shaped by the unmistakable and inspirational spirit of Hollywood, these compelling, mysterious short movies offer a multifaceted view of the city AMIRI calls home.
CREDITS
Creative Director: Mike Amiri
Founder & Creative Director: Todd Tourso
DoP: Drew Daniels
Photography: Hart Leshkina
Brand Direction: Nima Zaribaf – VP, Brand
Production Designer: Carlos Laszlo
Casting Director: Noah Shelley
Styling: Ellie Grace Cumming
Hair: Hikaru
Makeup: Kennedy (Streeters)
Production: Aguita
Cast: Miles Caton, Inde Navarrette, Lucky Blue Smith, Keith William Richards, Bethany Nagy, Julie Hardin, Claire Delozier, Leo Comanescu, Background Extras