Set on the California Coast, the Amiri Resort 2024 denim ad campaign spotlights garments as timeless symbols of American youth – ever-present throughout cultural eras and epochs; adapted and embraced. Elevating the fabric through sophisticated, in-house craft techniques and processes, the heritage properties of denim are honoured through unique in-house customization, distress, embellishment and reconstructive expertise.

Constructed in easeful, voluminous silhouettes, each garment holds unique characteristics, imbued with inherent sensibilities from the worlds of skate, sport, stage and studio. Drawing from Amiri’s original denim collection, the Release Hem Jean revisits an iconic style, defined by a released hem and worn-in depth of tone, while individual shotgun distress – a House signature – details the Shotgun Straight Jean. Sun-faded fabrication processes create singular compositions and mesh panels are incorporated as odes to American sportswear.

Reimagining established shapes, the Bandana Jacquard Baseball Shirt repurposes a classic baseball jersey in denim, decorated with hand-woven bandana jacquard patterns and paired with matching straight jeans, while the MA Bustier reworks a traditional structured and paneled women’s corset silhouette as a contemporary symbol of strength and sculpture.