Actor and musician Miles Caton steps into the spotlight for AMIRI’s FW25 campaign, embodying the cinematic spirit of Los Angeles. Styled in rich textures and tailored silhouettes, his look captures the introspective mood of a city that never sleeps.
In the ever-evolving landscape of American menswear, few designers have managed to distill the essence of a city into a brand quite like Mike Amiri. With the launch of the AMIRI Autumn-Winter 2025 campaign, the designer once again proves why his vision of fashion—rooted in the grit and glamour of Los Angeles—is not only uniquely American, but globally resonant. This season, Amiri invites us into a nocturnal epic titled Hollywood Noir, a cinematic journey through the city’s neon-lit streets, told through short films and still imagery that feel more like art-house cinema than fashion advertising.
The campaign is a love letter to LA’s mythos—its contradictions, its allure, its shadows. Shot on 35mm film by Drew Daniels (Anora) and directed by Todd Tourso, each vignette follows a different character through a single night in the City of Angels. Miles Caton, fresh off his breakout role in Sinners, and modeling icon Lucky Blue Smith lead the cast, playing heightened versions of themselves. Their performances are intimate, reflective, and deeply personal, offering glimpses into the emotional terrain of Hollywood’s dreamers. Cameos from Keith William Richards and Inde Navarrette add depth, while Nara Smith’s narration over scenes with her husband Lucky Blue lends a poetic layer of intimacy that elevates the campaign beyond fashion—it becomes a meditation on identity, fame, and longing.
As a longtime observer of American menswear and its cinematic intersections, I find AMIRI’s Autumn-Winter 2025 campaign to be a masterstroke in visual storytelling. Mike Amiri has consistently captured the essence of Los Angeles style—its glamour, grit, and effortless cool—and this season, he elevates that narrative through a lens that is both nostalgic and deeply romantic. The decision to shoot the campaign on 35mm film is not just a stylistic choice; it’s a deliberate homage to the pre-digital era, evoking the grainy intimacy and cinematic depth that defined Hollywood’s golden age. In a world saturated with hyper-polished digital imagery, this analog approach feels refreshingly tactile and emotionally resonant.
The campaign’s visual language—lush, moody, and dreamlike—perfectly complements the collection’s opulent textures and silhouettes. From velvet bombers to embroidered tuxedos, each piece is imbued with a sense of character, as if it belongs to a story already unfolding. The use of 35mm film adds a layer of authenticity and imperfection that mirrors the city itself: beautiful, flawed, and endlessly fascinating. It’s a dark romance played out in neon, where fashion becomes a vehicle for introspection and identity. This is not just a campaign—it’s a cinematic experience that invites the viewer to step into the night and see Los Angeles through Amiri’s eyes.
The casting of Miles Caton and Lucky Blue Smith as the campaign’s central figures is a stroke of brilliance. Both actors bring a layered presence to the screen—Miles with his breakout role in Sinners, and Lucky Blue with his enigmatic modeling legacy. Their performances feel personal and poetic, each portraying heightened versions of themselves navigating the city’s nocturnal pulse. Cameos from Keith William Richards and Inde Navarrette add depth and texture, while Nara Smith’s narration over scenes with her husband Lucky Blue introduces a tender, introspective counterpoint. Together, they form a constellation of modern Hollywood archetypes—each one reflecting a different facet of the city’s allure.
From a professional standpoint, I view this campaign as a benchmark in how fashion can intersect with film to create something truly immersive. AMIRI has always been rooted in the cultural DNA of Los Angeles, but this season, the brand transcends its streetwear origins to deliver a collection that feels cinematic, soulful, and timeless. The storytelling, the casting, the analog film—it all converges to form a narrative that is uniquely American, yet universally compelling. In a season where many brands are chasing trends, AMIRI is crafting mythology. And that, in my opinion, is what sets it apart.
What makes this campaign especially powerful is how seamlessly the FW25 collection is woven into the narrative. Each garment is not just worn—it’s lived in. From languid Seventies-inspired tailoring to embroidered velvet bomber jackets and glistening tuxedos, the clothing becomes part of the character’s emotional arc. The palette—rich, moody, and opulent—literally colors our perception of Los Angeles, transforming the city into a canvas for Amiri’s vision. It’s a masterclass in styling and storytelling, where fashion doesn’t just support the narrative—it drives it.
As a menswear editor and professor, I see AMIRI’s FW25 campaign as a defining moment in American fashion. It’s a reminder that streetwear, when elevated with craftsmanship and cultural depth, can transcend trends and become timeless. Amiri’s work captures the West Coast lifestyle in its purest form—rebellious, romantic, and unapologetically expressive. In a season where heritage and modernity are colliding, AMIRI stands at the forefront, proving that American menswear isn’t just about clothing—it’s about storytelling, soul, and the city that never stops performing.
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