LA bond

Euphoria star Angus Cloud fronts Amiri’s inaugural Icon Campaign
By Alex James Taylor | Fashion | 6 June 2022

Amiri today reveals a brand new ‘icon campaign’ starring Euphoria actor Angus Cloud as its inaugural face.


Portraying a 360 representation of the brand as it stands today, the imagery – shot by Karim Sadli and inspired by cinematic stills – sees Cloud wearing a mixture of pieces from the Amiri back catalogue: a checkerboard faux-fur coat from FW22 and signature kick-flare tailoring paired with textured vests and sneakers.

Of the decision to use Cloud, here’s the hook: both the actor and Amiri CEO and creative director Mike Amiri are LA natives, both personify the city’s laidback style and both have carved unconventional career paths eschewing traditional roots: Cloud was scouted for Euphoria while working at a restaurant in New York. Having hopped on a plane to the West Coast to audition, the rest is history, now Cloud stands at the vanguard of a new generation of US talent driven by a steadfast attitude and DIY spirit – akin to Mike Amiri himself.

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