With its Pre-Fall 2025 collection, AMIRI returns to its roots in the most intimate way yet. Moving away from the gritty allure of city nightlife and into the warm stillness of the Hollywood Hills, the brand invites us into a quiet world, dreamily suspended in the past. Set against the golden glow of a 1970s-era estate, the campaign plays like a film — not a blockbuster, but a home movie. One where each frame is soaked in memory, sun, and the understated glamour of old California. It’s not just fashion — it’s a mood, a narrative, a reverie.
A house on the hill: The setting as sentiment
Every lookbook tells a story, but AMIRI’s Pre-Fall 2025 collection chooses to whisper it. Set within the sun-washed walls of a Hollywood Hills home, the campaign unfolds like a memory: figures lounging in shag-carpeted rec rooms, drifting through open doorways, or caught mid-thought in the rearview mirror of a vintage car. The palette is soft, sun-bleached, and full of life. The house itself becomes a character — equal parts sanctuary, time capsule, and muse.
The decision to move indoors signals a shift in tone for the brand. Where past seasons roamed the neon-lit streets or late-night haunts of downtown Los Angeles, this one stays in — emotionally and physically. It’s a quiet intimacy, an embrace of domestic beauty and familiarity. Yet even within that stillness, AMIRI manages to extract energy. A sense of cool that doesn’t try too hard, of elegance that doesn’t ask for attention.
This return to home is more than just a backdrop. It’s a metaphor for reflection — a personal inventory of identity, origin, and legacy. In this space, the clothing doesn’t just complement the environment; it becomes part of it.
Reworking the 1970s: From archive to attitude
At the heart of the collection lies a clear reverence for the 1970s — not as costume, but as context. The silhouettes echo the era’s relaxed elegance: soft tailoring, sun-faded jerseys, airy crochet textures, and the kind of denim that feels like it’s been lived in. Yet these pieces are not replicas. They’re interpretations — filtered through Mike Amiri’s distinctive lens and updated with modern craftsmanship.
The collection is rich with subtle nods to the past: custom insignias that feel like souvenirs from imaginary road trips; vintage graphics and bandana prints that suggest well-worn stories; the ever-iconic biker jacket, this time with a polished edge. These design choices reflect a tension that AMIRI navigates expertly — between timeless and timely, between heritage and high fashion.
What sets this season apart is its narrative cohesion. It’s not just that the garments look like they belong to a certain time or place — it’s that they feel like they’ve been there, lived through it, and brought back something meaningful. The 1970s here isn’t just an aesthetic. It’s an atmosphere.
Signature codes and new frontiers
AMIRI’s visual language is well-defined — monograms, bandanas, distressed textures, and sharp silhouettes have long formed the DNA of the brand. In Pre-Fall 2025, these codes remain intact but are reimagined with a softness that mirrors the campaign’s introspective mood. The MA Quad Monogram appears, not as a bold proclamation, but as a gentle whisper; a quiet assertion of identity.
One of the season’s most anticipated debuts is AMIRI’s first-ever eyewear line — a collection of Art Deco-inspired acetate sunglasses that walk the line between retro and futuristic. These pieces are not mere accessories; they complete the looks, adding structure and a timeless gloss to the laid-back silhouettes
This is AMIRI at its most refined — embracing both growth and restraint. The brand expands its range with eyewear, yet never strays from the core of its aesthetic. It’s evolution, not departure. A recognition that refinement doesn’t mean minimalism — it means clarity.
Cinematic yet personal: A story in frames
There’s a reason the campaign feels like a film. Bon Duke’s lens doesn’t just document — it dramatizes. Every shot is deliberate: golden hour light pooling through curtains, the curve of a sleeve in motion, the softness of a stare caught between seconds. The styling leans into imperfection — tousled hair, mismatched layers, scuffed shoes — inviting the viewer into a world that’s curated but never sterile.
The casting reflects this ethos as well. Fresh faces with a lived-in authenticity populate the scenes, embodying the collection with ease rather than performance. The clothes aren’t worn; they are inhabited. The result is storytelling that resonates not just aesthetically, but emotionally. These are not just models in clothes. They are characters — living fragments of AMIRI’s ongoing story.
The Pre-Fall 2025 campaign feels like the final scenes of a film you didn’t know you needed. Quiet, warm, and achingly human.
California, remembered and reimagined
If Los Angeles has always been AMIRI’s canvas, Pre-Fall 2025 is its quietest, most soulful brushstroke yet. This collection doesn’t chase trends — it invites reflection. A slower pace, a deeper inhale. It looks back without being trapped in nostalgia, and looks forward without abandoning its roots.
AMIRI’s Pre-Fall 2025 is not about spectacle. It’s about subtlety — the kind that lingers. It reminds us that fashion is not always about reinvention; sometimes, it’s about remembering. About returning home, literally and figuratively, and seeing it with new eyes.
In a world constantly chasing the next, AMIRI pauses — and in doing so, reminds us of the beauty of what already is.
