Amiri Fall 2025 Ad Campaign

Review of Amiri Fall 2025 Ad Campaign by Director Todd Tourso with Photographer Hart Leshkina with models Miles Caton, Inde Navarrette, Lucky Blue Smith, Keith William Richards, Bethany Nagy, Julie Hardin, Claire Delozier, Leo Comanescu

For Fall 2025, Mike Amiri turns the lens on Los Angeles at night, crafting a cinematic universe that feels equal parts glamorous and shadowy.

Directed by Todd Tourso and captured on lush 35mm film, the campaign channels the golden age of Hollywood noir while draping it in Amiri’s signature modern cool. Starring Miles Caton, Lucky Blue Smith, Inde Navarrette, and Keith William Richards, the cast embodies heightened versions of themselves — icons adrift in a city where nightfall blurs reality and performance.

The imagery, lensed by Hart Leshkina, immerses us in moody, amber-lit interiors of the Hollywood Roosevelt Hotel, where whispers of Old Hollywood still linger. Each still feels like a scene pulled from a larger film — a cigarette about to be lit, a glass of whiskey caught mid-pour, a knowing glance exchanged under dim lampshades. The styling is steeped in ’70s nostalgia: velvet tailoring, wide lapels, embroidered gowns, and satin shirts shimmer with cinematic excess, while glistening tuxedos recall a bygone red-carpet elegance.

What makes this campaign resonate is its commitment to storytelling, it unfolds as a narrative tapestry across one nocturnal epic. The collection becomes inseparable from the storyline — clothing that doesn’t just adorn, but transforms its wearers into archetypes: the brooding leading man, the enigmatic ingénue, the weary king of the night. It is fashion as performance, garments as dialogue.

The palette is unmistakably noir: deep burgundy, sepia browns, mustard golds, and charcoal greys punctuated by the occasional flash of satin sheen. Amiri uses texture as its cinematographer — velvet catches the light like a lens flare, while metallic embroidery glimmers like passing headlights on Sunset Boulevard. Even the tailoring feels narrative-driven, with languid silhouettes suggesting characters caught between decadence and disillusion.

There’s a certain timelessness here that elevates the campaign beyond mere retro homage. By shooting on film, Tourso and Daniels emphasize grain, shadow, and imperfection, reminding us of cinema’s tactile magic in an age of hyper-digital gloss. The choice grounds the collection in authenticity while amplifying its aura of mystery. These are not just clothes — they are costumes in an eternal drama staged nightly across Los Angeles.

Ultimately, Amiri’s Fall campaign succeeds because it marries mood and material with conviction. The collection’s Seventies tailoring and sultry eveningwear become inseparable from its noir narrative, reaffirming Amiri’s place not just as a designer, but as a director of culture. In a season where many brands lean on nostalgia, Amiri dares to script a full cinematic world — one that feels lived-in, alluring, and unforgettable.