Review of Amiri Spring 2025 Ad Campaign by Creative Director Mike Amiri, Art Director Jonny Lu Studio, and Photographer Drew Vickers with models Noen Eubanks, Abas Abdirazaq, Nataniel Busa, and Samuel Elie
Amiri evokes vintage elegance with its latest campaign, a simple and soulful exploration of the brand’s Spring 2025 collection and its inspiration from the jazz age and 70s Hollywood. The imagery was shot by photographer Drew Vickers with art direction from Jonny Lu Studio.
Vickers captures his models in portraits set against elegant recording studio space that extends the color palette of the collection – jewel-like seafoams, brightly nostalgic yellows, shimmering champagnes – and emphasize its richly embellished textural interplay. Spare but impactful uses of set design emphasize the season’s connection to the world of music in a vision of Hollywood nightlife that synthesizes eras and icons.
The collection and its campaign feel like the fullest confirmation yet of Amiri’s steady and confident pivot from streetwear to a vintage-inspired luxury vision. Hollywood remains the touchstone of both of these eras, and here it comes vibrantly back to life once more.
Amiri Creative Director | Mike Amiri
Art Director | Jonny Lu Studio
Brand Director | Nima Zaribaf
Production | Farago Projects
Photographer | Drew Vickers
Models | Noen Eubanks, Abas Abdirazaq, Nataniel Busa, and Samuel Elie
Stylist | Ellie Grace Cumming
Casting Director | Noah Shelley
Set Designer | Jabez Bartlett
Grooming | Matt Mulhall