Amiri Pre-Fall Ad Campaign

Review of Pre-Fall 2025 Ad Campaign by Photographer Bon Duke with models Kaplan Hani, Lainey Hearn, Lara Menezes, Rapha Keijzer, and Saul Symon

For Pre-Fall 2025, Amiri cruises through the gilded nostalgia of Los Angeles, casting its lens on the languid elegance of off-duty stars and retro cool. Shot by Bon Duke with a sepia-toned sensuality, the campaign is set in mid-century modern interiors and sun-dappled patios—cinematic vignettes that channel both the fantasy and familiarity of California living.

The styling leans fully into the brand’s hallmark fusion of luxury and Americana. There’s an intentional polish to the vintage-inspired knit polos, slouchy trousers, and embroidered denim, offset by statement accessories and soft glam. The silhouettes are relaxed, yet every detail—from the monogram belts to the tinted shades—remains tightly controlled, exuding an effortless cool that’s more edited than casual.

While rooted in retro visual language, the campaign’s energy is decidedly current. There’s a narrative ease in the casting and composition; models appear mid-scene rather than posed, creating the impression of real people moving through stylized lives. Music credits nod to Eddie Holman’s “I Love You”—a soulful undercurrent that reinforces the campaign’s mood of longing and allure.

Bon Duke’s direction brings a warm cinematic glow, reminiscent of a bygone Hollywood filtered through an Amiri lens: luxurious, romantic, and just a bit elusive. The result feels like a love letter to LA—one that mythologizes the everyday and elevates it to iconography.