drama on the dunes
Think back to June (we know, seems like a lifetime ago now), and more specifically Amiri’s SS19 show at the incredible Trocadero building in Paris. To a pumped-up soundtrack that jumbled from Slayer to N.E.R.D., LA-born-and-based designer Mike Amiri presented a vision of his native city that sliced and spliced the many different subcultures who call it home – crossing Hollywood punk rockers to Beverly Hill prepsters.
Now comes the accompanying campaign. Presenting menswear and womenswear side-by-side – mirroring the SS19 show line-up – and photographed by Norbert Schoerner, the series of cinematic images bring the Amiri collection into a hypervisual, technicolour vision. Set across a desertscape, we see models (including Simon Martyn, who walked in the Paris show, and Lina Hoss) climbing across dunes and rock formations as coloured smoke and glam lighting creates a sci-fi edge – as if Gregg Araki was given the reins of the next Star Wars film.
It’s a vision of West-Coast drama that exemplifies the Amiri design codes. Having grown up literally on Hollywood Boulevard, the designer not only pulls from LA culture but he also gives back, beyond the clear desirability of these clothes there is a holisticism to Amiri’s approach; an ode to LA from beginning to end, 95 percent of the collection was created by local artisans.