California Dreaming...
LA-based label AMIRI has unveiled its latest campaign celebrating the brand’s continual study of denim as a form of sartorial expression and modern luxury. California’s breathtaking coastline serves as a backdrop for the imagery, while AMIRI’s light-wash garments are pictured, embodying the spirit of American youth.
Each piece of apparel featured has been attentively hand-sewn, detailed and washed by seasoned artisans in “The Golden State.” AMIRI’s in-house craft techniques and processes honour the heritage of denim, reimagining it in the brand’s distinctive design aesthetic through unique customisation, distressed detailing, embellishment and reconstruction.
The collection looks to the past and present, with items like the Release Hem Jeans building on an iconic style from AMIRI’s original denim collection and the MA Bustier showcasing a contemporary take on a traditional women’s corset.
Check out campaign imagery below.
PHOTO CREDIT: AMIRI
