A strategic move into Europe’s luxury capital
Milan represents more than a retail address for the brand. The city houses AMIRI’s European headquarters, which were established earlier this year, and it serves as a central hub for the label’s manufacturing operations. Designer Mike Amiri founded the brand in 2014 after crafting custom stage pieces for musicians, including Axl Rose and Justin Bieber. He views this location as a declaration of the brand’s position in the global luxury market.
The store sits at the intersection of two renowned Milanese shopping streets. According to Amiri, the location offers visitors a sense of openness while enabling them to discover the brand’s full product range. This flagship store follows the brand’s Rodeo Drive opening in 2020 and represents AMIRI’s 30th stand-alone boutique globally.
Hollywood flair infused with Italian elegance
Amiri conceived the interior design himself and worked with the Milanese architectural studio PconP to bring his vision to life. The space recalls Hollywood Hills residences and Italian luxury hotels through its architectural style. Visitors will encounter checkered quartz floors that are reminiscent of 1920s architecture and that create visual connections between California and Milan.
Natural materials define the spatial experience. Wood, travertine, and limestone surfaces are found throughout the boutique, and pale green-toned onyx walls provide a backdrop for footwear displays. Velvet banquettes provide tactile seating, and vintage elements, including Art Deco lamps and Terrazza sofas, accentuate the retail environment.
The lower level serves as a lounge area with a beveled glass bar and tapestry artwork integrated into the wooden boiserie. Muted-toned, pre-loved fabrics contrast with sleek stone shelving, creating what Amiri describes as a cinematic stage for his collections.
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OTB’s investment and AMIRI’s rapid global rise
In 2019, Italian fashion group OTB, founded by Renzo Rosso, acquired a minority stake in AMIRI, providing resources for expansion. Currently, the brand operates through approximately 150 luxury wholesale accounts across nearly 400 points of sale worldwide. Mike Amiri, who holds degrees from UCLA and Loyola Law School, started his fashion career in a basement workspace off Sunset Boulevard.
The brand presents collections seasonally at Paris Fashion Week, where it has shown since 2018. Tailoring has emerged as a strong category for AMIRI, alongside the rapidly growing accessories segment, including footwear and women’s bags. Its celebrity clientele includes Justin Bieber, Beyoncé Knowles-Carter, Taylor Swift, Alicia Keys, and Post Malone.
Craftsmanship, culture, and the brand’s long-term vision
Amiri emphasizes intentional retail expansion over rapid growth. The designer wants boutiques in places where the culture feels aligned, contributing to local creative dialogue rather than simply occupying prestigious addresses. The designer keeps his original workspace under a Thai restaurant on Sunset Boulevard to remind himself of the brand’s origins.
Manufacturing quality remains central to the AMIRI identity. Italy is one of the central production hubs, connecting the brand’s California aesthetic with European craftsmanship traditions. Amiri describes Milan’s energy as aligning with his vision for the brand, citing its tailoring tradition and dynamic modernity as examples.
The designer’s long-term ambitions extend beyond business metrics. He focuses on mentorship through initiatives like the AMIRI Prize, which supports emerging talent and contributes to the next generation of designers. Amiri’s goal is to build something that resonates beyond fashion, reflecting the values and creativity that defined his journey from an underground studio to a global luxury house.
AMIRI makes a decisive leap onto the European luxury stage with its first flagship boutique in Milan, a city chosen for both strategic growth and creative resonance. Set at the crossroads of Via della Spiga and Via Sant’Andrea, the new store showcases Mike Amiri’s blend of Hollywood-inspired design and Italian artisanal finesse. This opening marks a pivotal moment in the brand’s international expansion and its evolving relationship with European craftsmanship.
A strategic move into Europe’s luxury capital
Milan represents more than a retail address for the brand. The city houses AMIRI’s European headquarters, which were established earlier this year, and it serves as a central hub for the label’s manufacturing operations. Designer Mike Amiri founded the brand in 2014 after crafting custom stage pieces for musicians, including Axl Rose and Justin Bieber. He views this location as a declaration of the brand’s position in the global luxury market.
The store sits at the intersection of two renowned Milanese shopping streets. According to Amiri, the location offers visitors a sense of openness while enabling them to discover the brand’s full product range. This flagship store follows the brand’s Rodeo Drive opening in 2020 and represents AMIRI’s 30th stand-alone boutique globally.
Hollywood flair infused with Italian elegance
Amiri conceived the interior design himself and worked with the Milanese architectural studio PconP to bring his vision to life. The space recalls Hollywood Hills residences and Italian luxury hotels through its architectural style. Visitors will encounter checkered quartz floors that are reminiscent of 1920s architecture and that create visual connections between California and Milan.
Natural materials define the spatial experience. Wood, travertine, and limestone surfaces are found throughout the boutique, and pale green-toned onyx walls provide a backdrop for footwear displays. Velvet banquettes provide tactile seating, and vintage elements, including Art Deco lamps and Terrazza sofas, accentuate the retail environment.
The lower level serves as a lounge area with a beveled glass bar and tapestry artwork integrated into the wooden boiserie. Muted-toned, pre-loved fabrics contrast with sleek stone shelving, creating what Amiri describes as a cinematic stage for his collections.
Follow all the latest news from Fashionotography on Flipboard, or receive it directly in your inbox with Feeder.
OTB’s investment and AMIRI’s rapid global rise
In 2019, Italian fashion group OTB, founded by Renzo Rosso, acquired a minority stake in AMIRI, providing resources for expansion. Currently, the brand operates through approximately 150 luxury wholesale accounts across nearly 400 points of sale worldwide. Mike Amiri, who holds degrees from UCLA and Loyola Law School, started his fashion career in a basement workspace off Sunset Boulevard.
The brand presents collections seasonally at Paris Fashion Week, where it has shown since 2018. Tailoring has emerged as a strong category for AMIRI, alongside the rapidly growing accessories segment, including footwear and women’s bags. Its celebrity clientele includes Justin Bieber, Beyoncé Knowles-Carter, Taylor Swift, Alicia Keys, and Post Malone.
Craftsmanship, culture, and the brand’s long-term vision
Amiri emphasizes intentional retail expansion over rapid growth. The designer wants boutiques in places where the culture feels aligned, contributing to local creative dialogue rather than simply occupying prestigious addresses. The designer keeps his original workspace under a Thai restaurant on Sunset Boulevard to remind himself of the brand’s origins.
Manufacturing quality remains central to the AMIRI identity. Italy is one of the central production hubs, connecting the brand’s California aesthetic with European craftsmanship traditions. Amiri describes Milan’s energy as aligning with his vision for the brand, citing its tailoring tradition and dynamic modernity as examples.
The designer’s long-term ambitions extend beyond business metrics. He focuses on mentorship through initiatives like the AMIRI Prize, which supports emerging talent and contributes to the next generation of designers. Amiri’s goal is to build something that resonates beyond fashion, reflecting the values and creativity that defined his journey from an underground studio to a global luxury house.