Like a reel of lost Hollywood, AMIRI’s Autumn-Winter 2025 campaign plays into a nocturnal epic unfurling against Los Angeles’ neon glow. For decades, film has inspired fashion, politics, and photography; now, it has become Amiri’s muse.

Going for a dark, moody, gritty, and a little sexy feel, the cinematic lighting and the Art Deco architecture of the Hollywood Roosevelt Hotel heighten the ambience for the campaign that reminisces on a forgotten era, when silent stars graced the screen and Hollywood was still the Wild West. The story unfolds through a series of short narratives, written by Drew Daniels and directed by Todd Tourso. Alongside the duo, in front of the camera, are some of fashion’s and Hollywood’s newcomers. Miles Caton—fresh from his breakout in Sinners—fronts the film alongside modeling force Lucky Blue Smith. Each plays a heightened version of themselves, with cameos by Keith William Richards and Indy Navarrette.

The clothes are inseparable from the storytelling, running like sprockets through a projector—each piece its own cinematic moment. With ’70s silhouettes and the city itself as inspiration, every smoking jacket, velvet bomber, and embroidered tuxedo becomes a character in the reel. In the end, the campaign feels less like fashion advertising and more like Hollywood noir itself—fragmentary, seductive, and steeped in the myth of a city many still dream of calling home.