Inspired by the cinematic visions that have shaped our perceptions of Hollywood across a century, the Amiri Fall 2025 ad campaign explores the ideas and ideals of Los Angeles.

Starring Miles Caton – renowned for his breakout role in Ryan Coogler’s Sinners – and Lucky Blue Smith, each plays a heightened version of themselves, adopting their own persona as a new unique character, an urban idol captured in twilight, with cameos from Keith William Richards and Inde Navarrette. Nara Smith lends her voice in a reflective narration over the scene with her husband, Lucky Blue, adding a layer of intimacy and perspective.

Opulent, rich, multilayered, the Amiri Fall collection becomes part of the action – embodied by these actors, inherent to the narrative. The palette of the fashion informs our view of Los Angeles, a lens through which we view the cityscape – literally coloring our view. And each character, in turn, has their own distinct fashion, a defined style – from slick men’s tailoring with a languid Seventies silhouette, to sparkling embroidered crochet evening gowns, to embroidered velvet bomber jackets and glistening embroidered tuxedos.

The iconic art deco architecture of the Hollywood Roosevelt Hotel on Hollywood Boulevard is a throwback to cinema’s Golden Age, populated by emblematic actors past and present, and still a fixture within the city today. With an identity shaped by the unmistakable and inspirational spirit of Hollywood, these compelling, mysterious short movies offer a multifaceted view of the city AMIRI calls home.