Amiri‘s SS24 show told the story of a Californian travelling across Europe. Through coastal towns, classical cities and natural landscapes, the LA brand’s protagonist found inspiration all around, transforming picnic blankets into pleated pants, thrifted finds into louche suiting and bistro seating into leather woven cardigans. The narrative reflected Mike Amiri’s own journey as an LA-native who shows in Paris each season and frequently travels across Europe in search of new ideas and techniques.

The accompanying campaign, shot by Drew Vickers on Italy’s Amalfi coast, draws a portrait of Amiri’s artful cast: lounging in nature, hanging out on balconies overlooking the open sea, and cruising through the water on a yacht in search of fresh adventures. The campaign’s setting – Villa Astor – holds significance: acquired by former US Ambassador to Italy, William Waldorf Astor, in 1905, after falling for its classical charm, Astor subsequently transformed the building into a paradise of art, beauty and Renaissance antiquities. This trans-Atlantic conversation echoes Amiri’s own, shaping a design language that blends Americana with European high-craft.