Dreaming Under California Skies: AMIRI Launches Spring Summer 2023 Campaign
The California-based label launched their Spring Summer 2023 campaign following Paris Fashion Week, inspired by blue skies, endless possibilities, and the 90s LA scene.
Founded in 2014 by California native Mike Amiri, AMIRI has established a unique menswear style aesthetic, a hybrid mix of European classic and Los Angeles casual. The label’s Spring Summer 2023 collection and accompanying campaign are both testaments to this style. Debuting in Paris at the Jardin des Plantes, a botanical garden located south of the city center, the collection featured notes of reconstructed tailoring and contemporary craft, presented on a blue and white runway bearing the AMIRI signature emblem.
The campaign set to accompany the runway collection carries on the same themes through a cinematic series of photos. Photographed by London-Berlin based photographer Jonas Lindstroem, underneath art direction by Jonny Lu Studio, the shots show models in motion. Styled by Celestine Cooney, the campaign is also a character-driven one, with each look being selected and styled to match the personality of its wearer.
A sky blue double breasted blazer is seen artfully tucked into a pair of wide-leg trousers that almost seem like skate pants, with a bit more structure, and paired with the label’s signature MA-1 sneakers. Reworked vintage varsity jackets with hand-sewn patchwork additions are paired with baseball caps and pleated trousers. Graphic print cargo board shorts are coupled with tailored bomber jackets.
Staying true to their founder’s homeland, the label uses their design aesthetic to transport the LA scene of the 1990s to the streets of Paris. The elegance and crisp lines of the tailoring are undeniably European, but those varsity jackets and board shorts are straight-up American. Cross-continental blending is no easy feat, but AMIRI manages to do it seamlessly. However, the tailoring is not weighed-down and stiff like we so often see it, rather it becomes weightless, floating across the sky blue stage.
California jumps out from the designs through tie-dye and paisley patterns. loose-knit cashmere, jersey blends, and hand-woven tapestry knits compose the material for these designs. Additionally, the label’s iconic MA-1 sneakers rock a new look in this campaign. Chunky rubber soles, exaggerated tongue and laces define the signature shoe. This campaign manages to incorporate the culture and aesthetics of the ’90s West Coast skate scene while maintaining a sense of high-fashion elegance.