AMIRI’s New Campaign Is a Love Letter to LA

AMIRI’s new campaign turns its lens back toward the city that built the brand. Titled “Laurel Canyon Fever,” the campaign captures the dynamic spirit of Los Angeles, the city that has always shaped the creative vision of founder Mike Amiri, and the people who give it life.

Photo Credit: Myles Hendrik

The campaign is staged as a feverish, frenzied party inside an imagined Laurel Canyon residence, a setting the brand describes as a crux of California counterculture and a melting pot of music, art, and fashion. Shot by photographer Myles Hendrik, the imagery plays out like instinctive glimpses: interrupted conversations, implied narratives, moments that feel caught rather than composed. The result is nostalgic without losing its footing in the present, images built to feel authentic and individual rather than staged, with natural poses standing in for anything that reads as performance.

Photo Credit: Myles Hendrik

Like any great guest list, the campaign’s cast reads as a cross-section of creative talent rather than a single unified look. The lineup includes musician and actor Yuta Jinguji, AMIRI’s Global Brand Ambassador, alongside British musician Bakar, Noah Dillon and Chandler Lucy, and electronic duo The Hellp. Actors Avan Jogia and Bella Podaras round out the cast, along with model and DJ duo Jade Croonenberghs and Bianca Lexis. Together, the group forms a portrait of a contemporary creative community, distinct personalities united less by a single aesthetic than by shared attitude.

Photo Credit: Myles Hendrik

The collection’s mood leans directly into the 1970s, a defining decade for West Coast style, reworked here through a wardrobe of modern American classics: relaxed tailoring, western influences, leather, and denim, brought together with evening elements rather than kept separate from them. Every image foregrounds the details that define AMIRI’s design language: embroidery, flocked velvets, and intricate embellishment paired with precise construction.

Alongside the house’s established archetypes, rugged denim, sleek tailoring, sensuous knit evening dresses, and the AMIRI Ryder boot, the campaign introduces a new icon: the AMIRI Biscotto, a softer, more sensual silhouette meant to underscore the collection’s overall mood of Californian ease.

Photo Credit: Myles Hendrik

The campaign’s soundtrack comes from within its own cast. The Hellp, the LA-born electronic duo appearing throughout the imagery, lend their track “Here I Am” as the campaign’s score, tying the collection’s West Coast spirit directly to a sound built in the same city that shaped it.

AMIRI has framed the campaign as a direct expression of Mike Amiri’s broader design philosophy: fashion as something lived rather than performed. The brand describes the imagery as a collection of authentic moments rather than constructed spectacle, a portrait of modern American luxury defined by character, confidence, and the identity of Los Angeles itself.