AMIRI has unveiled its Spring/Summer 2024 collection through a campaign shot by Drew Vickers, a photographer born in the United States and now based in Europe. The campaign was shot at the picturesque Villa Astor in Sorrento, on the stunning Amalfi Coast of Italy. It embodies a theme of exploration and discovery, reflecting the journey of a Californian who travels through Europe to seek inspiration, gain experience and embrace the essence of travel.
In 1905, William Waldorf Astor, a former U.S. ambassador to Italy, purchased Villa Astor. He enriched this classic estate with an exquisite collection of classical and Renaissance artifacts, creating one of the most significant assemblages of its kind in the 20th century. Astor’s passion for European art had a profound impact on the cultural landscape of the United States, most notably contributing to the creation of the iconic Waldorf Astoria Hotel in New York. This blend of transatlantic cultural exchange aligns perfectly with AMIRI’s aesthetic and inspirational foundations.
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The AMIRI Spring/Summer 2024 campaign features a group of young visionaries and explorers, including models Viktor Krohm, Leo Levy, Prince Diamond and Godwin Alwell Okereuku. They embark on a voyage of discovery, navigating through secret coves, enchanting landscapes, and classical architectural wonders, ultimately setting sail for uncharted territories. The overarching feeling is one of optimism, boundlessness, and liberation.
AMIRI‘s collection reflects the stunning landscapes and quintessential lifestyle of the location, showcasing the brand’s unique approach to customization and craftsmanship. The line presents a fusion of relaxed tailoring with bold graphic designs, blending Americana motifs with the finesse of European craftsmanship. Fabrics are sophisticated yet casual, capturing the laid-back essence of California. For example, leather cardigans are reimagined with a crochet look, while intricate hand-embroidered details with crystals and sequins evoke the dynamic waves of Malibu, translated into Mediterranean flair. Silk scarves are effortlessly worn and studio remnants are transformed into elaborate leather lapel embellishments. The collection continues to evolve with the introduction of open-weave raffia beach bags adorned with upcycled bandanas and classic boat shoes reinterpreted with skate sneaker soles, embodying a perfect blend of sophistication and casual style.
Stylist: Ellie Grace Cumming
Hair: Shingo Shibata
Make-up: Anne Sophie Costa
Art direction: Jonny Lu
Casting: Noah Shelley
Production: Farago Projects
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