For SS26, AMIRI invites us somewhere between memory and myth: Chateau AMIRI, California — an imaginary hotel where identities blur, egos collide, and every hallway feels like the opening scene of a lost ‘70s classic.
Hazy with Golden Age LA nostalgia, the campaign unfolds like cinema stills from a film that doesn’t exist — yet somehow everyone remembers. Empty suites. Sun-drenched pools. Lobbies thick with ambition. It’s Hollywood as atmosphere, not address.
Leading the cast is Michael Imperioli (of The Sopranos and The White Lotus), joined by Danny Ramirez (Top Gun: Maverick) and Malcolm McRae (Daisy Jones & the Six). Each plays a heightened version of himself: the aspiring actor in knife-sharp tailoring, the silk-robed producer, the Hollywood idol in a crystal-lit tux. Fiction, but personal.
The clothes mirror that tension. Relaxed silhouettes sharpen into evening drama. Slouch meets structure. West Coast languor clashes with red-carpet polish. It’s the attraction of opposites — the core of AMIRI’s evolving vocabulary.
And then there’s the Honey bag — debuting as a new house icon. Softly slouched, croc-embossed, sun-warmed in taupe and whisky tones, it distills the collection’s mood into one object: refined, nostalgic, and unmistakably Californian.
As Mike Amiri puts it, character is always the starting point. This season, the story just happens to check in at the front desk.
