Amiri’s Pre-Fall 2025 campaign unfolds like a cinematic love letter to Los Angeles—its light, its lines, its lingering nostalgia. Shot by Bon Duke, the campaign captures the poetic rhythm of mid-century modern landscapes and sun-bleached Californian afternoons, where glamour whispers rather than shouts. In these quietly iconic frames, models Kaplan Hani, Lainey Hearn, Lara Menezes, Rapha Keijzer, and Saul Symon move through carefully composed scenes that balance high luxury with authentic ease.

Creative Director Mike Amiri continues to refine the house’s visual language—luxurious yet lived-in, meticulous yet effortless. Wardrobe stylist Michael Vasquez paints a portrait of vintage Americana through textured knit polos, relaxed tailoring, tonal layers, and intricately distressed denim. Accessories—monogram belts, retro-tinged sunglasses, and delicate jewelry—bring subtle punctuation to the looks, offering structure to silhouettes that otherwise breathe with California cool.

Clarissa Nyomi’s tousled, sun-kissed hair and Kendell Cotta’s minimal, glowing makeup complete the relaxed polish. There's a soft sensuality to the campaign’s aesthetic—understated but present, like the ghost of a song on the breeze. That melody, a nod to Eddie Holman’s “I Love You,” echoes the emotional timbre of the visuals: romantic, yearning, yet grounded.

Bon Duke’s warm, cinematic photography invokes the hazy magic of old Hollywood seen through a modern lens. His direction allows each subject to move freely, as if caught mid-thought or mid-dream. The result is not a performance, but a presence—an invitation to imagine oneself within Amiri’s sun-drenched world.

More than a seasonal campaign, Pre-Fall 2025 reads as a study in atmosphere and aspiration. It doesn't just present clothes—it tells a story of effortless elegance rooted in the rhythm of real life. With each frame, Amiri elevates the everyday into the extraordinary, distilling Los Angeles into a feeling: timeless, golden, and just out of reach.