Los Angeles: AMIRI’s Spring-Summer 2025 campaign pays tribute to Modern Jazz, blending high fashion with musical influences. Led by photographer Drew Vickers, the campaign captures intimate recording studio moments, showcasing styles from embroidered suits to leisurewear, embodying the dual lives of musicians with a vintage-inspired aesthetic.
AMIRI’s Spring-Summer 2025 campaign has been unveiled, marked by a creative tribute to Modern Jazz, capturing the essence of the genre through a collection deeply influenced by music. Shot by photographer Drew Vickers, the campaign is set in an intimate recording studio, which adds a layer of authenticity and homage to the music idols that inspire the brand.
Founder Mike Amiri emphasises the central role of music in the brand’s vision, stating that each season draws from this artistic domain. The campaign serves as a homage to the electrifying atmosphere of a recording studio, where artists channel their creativity, reflecting a blend of Californian ease and masculine Hollywood glamour. The setting embodies a timeless spirit that is quintessential to the Modern Jazz era, offering a nostalgic nod to historical photography sessions of musicians at work.
The collection itself features a mix of high fashion and relaxed wear, paralleling the dual lives of musicians who oscillate between private creativity and public performance. It includes a range of styles, from intricately embroidered suits styled in a relaxed manner to mid-century American leisurewear adorned with delicate embellishments. This duality highlights the contrasting environments artists navigate, both cherishing their intimate moments of creation and stepping into the limelight.
The visual narrative of the campaign is further enhanced by a colour palette that juxtaposes sun-bleached pastels with classic black and white. This stylistic choice not only brings in a vintage influence but also contributes a luminous quality to the portraits, capturing the depth of creativity that often remains unseen to the public eye.
The campaign presents a series of portraits that celebrate both individual and collective artistic journeys. These images reflect the transformative power of music and fashion, showcasing AMIRI’s figures in authentic moments of preparation and creativity—scenes that precede their public personas and recognition.
As AMIRI launches the Spring-Summer 2025 campaign, it continues to meld fashion with the vibrant spirit of music, drawing from the rich heritage of jazz and big band legends of the mid-20th century. Mike Amiri’s background in designing for Hollywood musicians provides the collection with a genuine link to the expressive power of music, reinforcing the brand’s commitment to engaging a contemporary audience through a lens that appreciates historical influences alongside modern innovation.
Source: Noah Wire Services
