West Coast brand NAHMIAS has been making waves in the fashion world upon unveiling their new Autumn/Winter 2022 ‘Miracle Worker’ Campaign. Shot on location at the NAHMIAS HQ studio in downtown Los Angeles; the campaign showcases the elements of utilitarian workwear shot against a moody color palette backdrop. The eponymous label’s first debut was at Paris Fashion Week for their 12-piece DIY Fall/Winter 2022 Collection, which sought to bring sportswear to the high fashion runway. Since their debut, NAHMIAS has become a staple in the closets of Jack Harlow, Kodak Black, J. Cole, Justin, Hailey Bieber, James Harden, Miguel, and many others.

With California-born Doni Nahmias at the forefront, it only makes sense that his new campaign would only reflect his West Coast attitude. Born in the small coastal town of Summerland, California, just outside Santa Barbara, with a population of 844, Nahmius forged a signature aesthetic: a luxe yet an informal mix of skate, basketball, surf, and hip-hop codes melded into an ascendant Ready-To-Wear menswear label with global appeal.

Through the seamless interplay of workwear and Californian, NAHMIAS prioritizes using both female and male models and is honed in by displaying a gender-neutral take in this AW22 collection. The AW22 ‘Miracle Worker’ accessories, which run the gamut from gloves, trucker hats, beanies, handkerchiefs, canvas military belts, and more, are layered into each shot and stylized in an elevated ‘blue collar’ aesthetic. NAHMIAS is stocked at global luxury retailers like Maxfield, The Webster, Saks Fifth Avenue, Browns, Harrods, and online at SSENSE.

“Ever since I turned 16 when I fell in love with fashion, I’ve had an entrepreneurial mindset,” Doni Nahmias says. “I basically created a full-time job when I couldn’t afford for it to be my full-time job. I’ve worked my ass off, and I think it speaks for itself.” In his interview with Rolling Stone, he explains his progression from being a poolside waiter at the Four Seasons to now “hobnobbing with music industry elite.” The 29-year-old credits his success to this “hustle to hustle” journey for having ignited an insatiable work ethic with him.