“Hollywood Noir – at night, after dark.” The AMIRI Autumn-Winter 2025 campaign unfolds as a nocturnal epic, blending fashion, cinema, and the dreamlike energy of Los Angeles.
Inspired by the cinematic history of Hollywood, the campaign unfolds through a series of short narrative films directed by Todd Tourso and shot on 35mm film by Drew Daniels. Each story fuses nostalgic nods to Golden Age glamour with contemporary vibrancy, immersing viewers in lush visuals that feel both intimate and cinematic.
The films star Miles Caton, known for his breakout role in Ryan Coogler’s Sinners, and model-actor Lucky Blue Smith. Both play heightened versions of themselves, while Keith William Richards and Inde Navarrette make cameos. Nara Smith narrates alongside her husband Lucky Blue, adding a personal layer to the narratives.
Set against the neon glow of Los Angeles and centered around the historic Hollywood Roosevelt Hotel, the campaign captures intimate moments that span from rooftop reflections to hidden nightlife encounters. Each vignette presents a unique perspective on the Hollywood dream, exploring identity, memory, and desire.
The collection itself is integral to the storytelling. Embroidered gowns, velvet bomber jackets, sharp tailoring, and jeweled tuxedos embody the characters and inform the city’s portrayal, literally coloring its nightscape.
By weaving high fashion into cinematic storytelling, the AMIRI Hollywood Noir Autumn-Winter 2025 campaign reimagines Los Angeles as both a stage and a state of mind.