Hollywood Comes Calling As Amiri Heads Home
Review of Amiri Fall 2024 Fashion Show
By Angela Baidoo
THE COLLECTION
THE VIBE
THE THEME
Born of the City of Lights, the Amiri man’s aesthetic has been constantly in a state of evolution since the brand launched, and in this relaxed retro era the brand seems to have found its sweet spot, especially with more younger consumers flirting with the idea of dressing up, and deep-diving into eras where gentlemanly threads were the only accepted uniform. There is also the rise of #Grandpacore that is being slated to take up residence in the menswear market in 2024, and with the hashtag boasting over 16 million views over on the video-sharing app, it won’t be long before Amiri’s customers are raiding their relatives closets to emulate the look.
Aligning with Hollywood’s renewed love affair with fashion (in particular partnering with a single brand to lead on the costume design for a major motion picture, which also leads to red carpet and press tour opportunities), Amiri founder Mike Amiri looks to 1950s LA and how the young stars would dress for the red carpet. As if to drive home the point, social media teasers consisted of a Los Angeles theatre marquee announcing the show, a branded film reel, and a Director’s chair.
Eschewing the buttoned-up styles of the Fifties, for fall 2024 the designer took a more languid approach to his silhouettes, and trousers and tailoring were cut in loose layers, silk shirts were left open to reveal the mandatory white ribbed tank, suits featured strong colour contrasts, such as red with black (collars) and loungewear in its more formal iteration may just make the pyjama suit a must-have for the season. And with it being a collection based on the stars, there was a generous sprinkling of crystal embellishment across wool beanie hats, tailoring, outerwear, and knitted cardigans which are sure to find favour with the brands female co-hort too.
THE BUZZWORDS
Retro to reality, Young Hollywood, soft sharp silhouettes
THE SHOWSTOPPER
Look #42
A pastel suit would be considered a bold choice for any man, but the more muted blue tones of this 2-piece paired with the contrast collar and lapels makes it red-carpet ready.
THE DIRECTION
THE WRAP UP
The generation set to buy into this look, won’t be familiar with it from a lived experience perspective, but via apps such as TikTok have become experts at playing dress up, and with actors such as Austin Butler and Jacob Elordi as Young Hollywood’s new leading men, Mike Amiri has steered his brand into a new era that is right for now. Expanding its aesthetics and encompassing the zeitgeist of young menswear customers who want to try out the tailored look, but require their threads woven loose.
