AMIRI has unveiled its Autumn-Winter 2025 campaign featuring world champion boxer Saúl ‘Canelo’ Álvarez as the latest brand ambassador. The campaign, photographed by Hart Leshkina, explores the duality of modern masculinity, blending Álvarez’s sporting persona with his private self.
Set in a vintage mansion, Álvarez transitions seamlessly between formal and casual looks from the AMIRI runway collection. The campaign showcases sleek tailoring, ruffled tuxedo shirts, unknotted bow ties, and refined American sportswear pieces, paired with the raw authenticity of boxing hand wraps, highlighting his craft and confidence.
AMIRI founder and creative director Mike Amiri continues the brand’s signature approach of drawing inspiration from personalities and performance, celebrating individuality and identity. The campaign underscores fashion as a medium for communication, conveying strength, self-expression, and mastery of one’s craft.