Mike Amiri invites you to step into his world. The designer has transformed his Spring-Summer 2026 campaign into an extended meditation on Hollywood mythology by constructing a fictional establishment called Chateau AMIRI. The California-based brand, known for its rock-and-roll aesthetic, has now ventured into cinematic territory. The campaign feels less like a traditional fashion campaign and more like the opening scenes of a film that you cannot quite place, yet somehow recognize.
The concept channels 1970s Los Angeles, that hazy period when Hollywood still carried the residual glamour of its golden age, yet was beginning to fray at the edges. Within this imagined hotel, different personas cross paths. Michael Imperioli, Emmy- and SAG-award-winning actor known for The Sopranos and The White Lotus, leads the ensemble alongside Danny Ramirez from Top Gun: Maverick, and actor-musician Malcolm McRae. Models Jordan Daniels and Heather Diamond Strongarm round out the cast.
Hart Leshkina captured the still images, and Bon Duke brought the campaign to life. The result is these figures playing heightened versions of themselves. An aspiring actor dons sharp tailoring. A producer lounges in a silk robe. A Hollywood idol appears in an embellished tuxedo. New icons wear slender evening gowns and carry the latest accessory from the collection, the Honey bag.
“Character is the starting point for everything I create, shaped by cinema – the soul of Hollywood. Our AMIRI campaigns have become spaces to explore this idea, creating immersive worlds of still and motion pictures where our collections come to life with new contexts and stories. Building on that universe, this season we welcome you – and a cast of true stars – into the Chateau AMIRI,” said Mike Amiri.
The campaign reflects what has become central to AMIRI’s identity in recent seasons. Rather than simply photographing garments on models, the brand builds entire universes around its clothing. Hotels serve as natural settings for fashion because they embody contradictions. The relaxed and the refined occupy the same space. The dressed-up and the laid-back coexist.
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The Honey bag debuts here. The accessory represents AMIRI’s ambition to create iconic pieces. Crafted from debossed croc suede and patent debossed croc leather, the bag has a relaxed silhouette that conveys ease rather than rigidity. The color palette includes taupe, whiskey, dark brown, and black. Elongated shoulder straps and a luggage tag embossed with the signature AMIRI hardware reference travel codes, and an AMIRI carabiner closure secures the design. Inside, a discreet zippered pocket and a removable shoulder strap provide practical versatility for transitioning from day to evening.
The bag’s design reflects the collection’s larger philosophy of prioritizing wearability without sacrificing polish. West Coast refinement has always been different from its East Coast or European counterparts. A particular kind of elegance comes from sun and ease, from knowing when to dress up and when to dress down.
Hotels in fashion campaigns have precedents. Helmut Newton photographed models in hotel corridors. Juergen Teller shot Marc Jacobs campaigns in lobbies. However, AMIRI has taken this concept further by creating a fictional establishment with its own mythology. Chateau AMIRI exists somewhere between memory and imagination, between what Hollywood was and what we imagine it to be.
