Set within the sun-soaked interior of a Hollywood Hills estate, a 1970s heyday of crochet textures, distressed jersey tees, and tailoring that cascades with ease, flourishes. AMIRI’s Pre-Fall 2025 campaign plays out like a series of cinematic vignettes. Captured by Bon Duke, each frame generates the familiar golden haze of a California summer – lounging figures in retro rec rooms, relaxed moments by an azure pool, fading glances through vintage car windows. It’s a love letter to Los Angeles, the brand’s birthplace and muse. 

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This season, AMIRI shifts its gaze inward. After past campaigns that explored nightlife and urban energies, Pre-Fall 2025 turns to the quiet intimacy of home life. Transpiring from this exploration is a collection of visual stories, feeling both nostalgic and original, entrenched in the ease and attitude of the city’s storied past. 

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Creative Director Mike Amiri channels Hollywood’s 1970s. Vintage silhouettes are updated with custom insignia, subtle nods to souvenirs, and stories collected over time. Signature touches – the MA Quad Monogram, bandana prints, and sleek biker jackets – anchor the collection in the brand’s modern identity. 

Courtesy of AMIRI

AMIRI’s debut eyewear line makes a standout appearance, with Art Deco-inspired acetate sunglasses punctuating each look, adding a timeless edge to the laid-back elegance. Styled by Michael Vasquez and brought to life by a fresh cast, the campaign is cinematic in scope by personal in tone. 

Courtesy of AMIRI

From the golden light of a fading day to the texture of a well-worn tee, AMIRI  Pre-Fall 2025 captures a Californian reverie – where past and present, style and story, collide.