AMIRI shares cinematic fashion video to showcase Autumn-Winter 2024 Campaign
AMIRI enlists Ashton Sanders, Seth Lee, and AMIRI Ambassador Sunwoo to showcase their new Autumn-Winter 2024 Campaign. The video leans into cinematic and Hollywood motifs encapsulating the prestige and glamour of Hollywood.
“For the Autumn-Winter 2024 AMIRI campaign, I was inspired by young actors becoming real cinema artists - dressing up, but still being themselves. The talent we showcase in these images - Ashton Sanders, Seth Lee, and our AMIRI Ambassador Sunwoo - exemplify a new generation shaping global culture. Here, these young idols become timeless icons.”
— Mike Amiri
“The spirit of Hollywood - past, present, and future - is the inspiration for the Autumn- Winter 2024 AMIRI campaign, starring a trio of talents spanning different creative expressions and cultures across the globe: the American actors Ashton Sanders and Seth Lee, and AMIRI ambassador, the South Korean musician and songwriter Sunwoo.
Through stills and motion picture - an echo of this Hollywood origin story - Glen Luchford captures these young stars, in imagery evocative of archival film stills. Each has an echo of nostalgia - a touch of the ‘90s New Hollywood inspired the AMIRI Autumn-Winter 2024 collection - yet still pushing to the future.
Shot on location at the Palace Theatre in Los Angeles, a historic locale that provides evocative environs to frame both talent and fashion, each image is a mini-narrative, a snapshot of a wider story, of the characters inside and the clothes they wear. Studies of the individual personae of icons on the rise, these pictures spark our curiosity as viewers, encouraging us, always, to discover more. They are portraits of both these men, and of the AMIRI spirit.”
—— AMIRI
Credits:
AMIRI Creative Director - Mike Amiri
Talents – Sunwoo, Ashton Sanders, Seth Lee
Photographed by Glen Luchford
Styling by Ellie Grace Cumming
Art Direction by Jonny Lu Studio
Music by Nino Ferrer, “Looking For You”