Inspiring the Dreamers.
Amiri is ushering in the new season with its Fall/Winter 2025 campaign, a riveting cinematic journey titled “Hollywood Noir.” The campaign, which was recently released, is less of a traditional photoshoot and more of a series of short, artfully crafted films that tell a nocturnal epic, set against the iconic backdrop of Los Angeles.
Under the creative direction of founder Mike Amiri and directed by Todd Tourso, the campaign draws inspiration from a century of Hollywood cinema. Shot on 35mm film by cinematographer Drew Daniels, the visuals have a rich, textured, and dream-like quality that pays homage to the glamour of the past while remaining anchored in the present.
The campaign stars actors Miles Caton and Lucky Blue Smith, with cameos from Keith William Richards and Inde Navarrette. In these vignettes, the cast plays “heightened versions of themselves,” navigating a single night in the City of Angels. The narratives are individual and introspective, following each character through different scenarios—from a quiet moment of reflection on a rooftop to a gathering in a hidden Hollywood hideaway. Adding to the intimacy and narrative depth, Nara Smith provides a reflective voiceover in scenes with her husband, Lucky Blue.
The Fall/Winter 2025 collection is seamlessly integrated into the storytelling. The clothing is not just worn; it’s an intrinsic part of the characters and their arcs. The palette of the collection—featuring deep burgundies, golden espresso browns, and charcoal greys—literally colours the viewers’ perception of the city’s nightscape. Pieces from the collection, including slick ’70s-inspired tailoring, sparkling embroidered crochet evening gowns, and velvet bomber jackets, all have a distinct style that adds to the narrative of each character.
Check out the images below.
PHOTO CREDIT: Amiri
