AMIRI Unveils “It’s Always Summer in California” Campaign

For High Summer 2026, AMIRI moves across the state to the paradise of Palm Springs to capture endless Californian summers. Deep in the Colorado desert, Palm Springs becomes the backdrop for AMIRI’s fantasy world where easy elegance and nature’s pleasures are admired. A sun-bleached colour palette of clear sky blue and sunny yellow are combined with desert-rooted neutrals or rich chocolate, beige, and taupe.

Inspired by the furnishings of signature Palm Springs hotels, subtle striped detailing elevates the sportswear pieces to give a retro feel. High-waisted trousers, and slender knit dresses stay close to the body.  Featuring a sleek aviator frame, the Sunset sunglasses frame the entire look. Materiality is valued through the use of supple silks, airy cottons and fine crochet for the women’s tennis dresses and men’s polo shirts.

Take a look at the campaign below.

PHOTO CREDIT: Courtesy of AMIRI.