Amiri Fall 2024 Ad Campaign

Review of Amiri Fall 2024 Ad Campaign by Photographer Glen Luchford with models Sunwoo, Ashton Sanders, and Seth Lee

Amiri continues its contemporary exploration of Old Hollywood elegance with its new Fall 2024 campaign, which was shot by photographer Glen Luchford.

The campaign stars emerging American actors Ashton Sanders and Seth Lee and Korean rapper Sunwoo. Reflecting on the intentionality behind this casting, the brand’s founder and creative director Mike Amiri shared, “I was inspired by young actors at the cusp of their breakthroughs becoming real cinema artists – dressing up, but still being themselves. The talent we showcase in these images exemplify a new generation shaping global culture. Here, these young idols become timeless icons.”

The imagery sees these young stars inhabit Los Angeles’ historic Palace Theater, which exudes a nostalgic and cinematic charm with its shadowy dressing rooms, ornate wallpaper, and velvet seating. The spirit of the collection was inspired both by vintage films and by the character of vintage theaters such as this one where these films would be shown, so its rich textures and glamorous embellishments feel almost like an extension of the space. The protagonists, meanwhile, have moods of calm introspection, as if we see them in the moments they are shifting from their own selves into their characters.

With a thoughtful take on celebrity casting and a richly realized atmosphere, the campaign is another confident extension of Amiri’s cohesive image of refined, relaxed, youthful luxury.