AMIRI’s Autumn-Winter 2025 campaign is a cinematic journey into the heart of Los Angeles after dark, where neon lights, whispered secrets, and glamour intersect beneath the velvet cloak of night. Titled Hollywood Noir, the campaign unfolds as a nocturnal epic—an ode to Hollywood’s allure, mystery, and mythos—captured in lushly colored moving and still images that pulse with a dreamlike intensity. The collection finds its stage within a narrative landscape that feels both intimate and larger than life.
Shot on 35mm film by acclaimed cinematographer Drew Daniels (Anora), each vignette pays homage to a century of cinematic imagination while exploring how the myths of Hollywood shape contemporary identity. Intricately choreographed, the campaign’s short films blend nostalgia with the raw energy of the present, capturing a city where the past’s grandeur and today’s electric dynamism collide. The storytelling unfolds in moments—glimpses of reflection on a rooftop, fleeting encounters at a hidden bar, and contemplative drives through shadowed streets.
Leading the cast are Miles Caton, fresh from his breakout role in Ryan Coogler’s Sinners, and fashion icon Lucky Blue Smith, who each step into heightened versions of themselves. They play urban idols sculpted from experience, ambition, and longing—figures suspended between reality and reverie. Cameos from Keith William Richards and Inde Navarrette add layers of texture and authenticity, while Nara Smith’s soft narration—shared with her husband, Lucky Blue—imbues the scenes with tenderness and reflection, a personal whisper amidst the city’s shimmering anonymity.
The fashion, at once opulent and precise, is inseparable from the narrative’s emotional core. AMIRI’s palette infuses the city’s architecture and nightscape, transforming neon-lit streets into backdrops for tailored silhouettes and decadent textures. From sleek Seventies-inspired suits and embroidered velvet bombers to crochet gowns that catch the light with every turn, each look is a lens into the characters’ souls. The collection’s pieces don’t merely complement the scenes—they shape them, embodying feeling, history, and aspiration.
Anchoring the campaign is the iconic Hollywood Roosevelt Hotel, an art deco gem on Hollywood Boulevard steeped in cinematic lore. The hotel’s storied past breathes life into every frame, its corridors and suites filled with echoes of legends past and whispers of the present. The images trace lives lived between elegance and yearning—hotel rooms, limousines, dimly lit lounges—a universe suspended between celebration and solitude, the night before the morning after.
The AMIRI Autumn-Winter 2025 campaign is more than a fashion narrative—it is a meditation on identity, desire, and the stories that make a city legendary. Through its cinematic scope and carefully crafted details, it invites viewers to wander Los Angeles’s nocturnal landscape with curiosity and awe, discovering that every corner holds a tale, and every outfit carries a fragment of a dream.
This season, AMIRI calls upon us to embrace the shadows, the shimmer, and the unscripted moments that define Hollywood’s enduring magic—where fashion, film, and fantasy converge under the city’s radiant night sky.
