AMIRI Redraws Its Los Angeles Fantasy

A Laurel Canyon party pushes AMIRI’s familiar Los Angeles mythology somewhere new.

The Fashionisto

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Published August 28, 2026

Avan Jogia reclines on a green velvet sofa in a heart-embroidered burgundy velvet suit and striped shirt for AMIRI's fall-winter 2026 campaign
Avan Jogia reclines on a green velvet sofa in an AMIRI velvet suit for the fall-winter 2026 campaign. Photo: Myles Hendrik / AMIRI

AMIRI trades the pristine codes of contemporary luxury for something messier in its fall-winter 2026 campaign. Photographed by Myles Hendrik, the imagined Laurel Canyon house party has the flash-lit immediacy of early-2000s Los Angeles nightlife photography. Cigarettes, poker games, and interrupted conversations make the pictures feel discovered. Here, Yuta Jinguji, Bakar, Avan Jogia, The Hellp, and a wider cast of creative figures wear Mike Amiri’s velvet tailoring, embroidered shirts, leather, and denim as party clothes.

It is a jarring turn for a house that has increasingly presented the AMIRI man through more conventionally luxurious imagery, but the friction gives the campaign its appeal. These are expensive clothes, photographed as though nobody is particularly worried about keeping them pristine. That collision gives AMIRI’s familiar Los Angeles mythology some texture, while raising a larger question about the brand’s image.

If this is the beginning of a new visual direction, AMIRI may be proposing cultural access and a certain after-dark cool as its version of modern American luxury. If it is only one wild night, it makes for a curious detour.

AMIRI Fall/Winter 2026 Campaign

Jade Croonenberghs, Bakar, and Bianca Lexis lounge on a bed as Bakar lifts a synthesizer overhead for AMIRI's fall-winter 2026 campaign
Jade Croonenberghs, Bakar, and Bianca Lexis star in the AMIRI fall-winter 2026 campaign. Photo: Myles Hendrik / AMIRI
Chandler Lucy and Noah Dillon of The Hellp sit poolside at night, one in a leather jacket with a cigarette, the other in a Laurel Canyon knit and burgundy velvet trousers, for AMIRI's fall-winter 2026 campaign
The Hellp’s Chandler Lucy and Noah Dillon appear in AMIRI’s fall-winter 2026 campaign. Photo: Myles Hendrik / AMIRI
Yuta Jinguji in a floral-embroidered Western shirt sits with Bianca Lexis in a crystal-studded cardigan for AMIRI's fall-winter 2026 campaign
Yuta Jinguji shares a fireplace ledge with Bianca Lexis for AMIRI’s fall-winter 2026 campaign. Photo: Myles Hendrik / AMIRI
Yuta Jinguji sits on the floor with a drink in a floral-embroidered velvet jacket and flared jeans for AMIRI's fall-winter 2026 campaign
Avan Jogia lies on the floor in amber sunglasses and a heart-embroidered velvet suit as a partygoer's legs rest over him for AMIRI's fall-winter 2026 campaign
Chandler Lucy of The Hellp holds a hand of cards in a sage tailored jacket over a metallic shirt at a poker table for AMIRI's fall-winter 2026 campaign
Bakar lies on brick paving in an olive pinstripe jacket over a brown satin shirt for AMIRI's fall-winter 2026 campaign
The Hellp sprawl across layered rugs poolside, one in a leather jacket and python boots, the other in a Laurel Canyon tee and burgundy velvet trousers, for AMIRI's fall-winter 2026 campaign
Avan Jogia wades through a lit pool at night with Bella Podaras on his shoulders in a lace slip dress for AMIRI's fall-winter 2026 campaign
Chandler Lucy of The Hellp reclines on layered rugs in a leather jacket over an embroidered Western shirt for AMIRI's fall-winter 2026 campaign
Noah Dillon of The Hellp lies against a kilim cushion in a Laurel Canyon 1976 knit and burgundy velvet trousers for AMIRI's fall-winter 2026 campaign
Avan Jogia sits with Bella Podaras against a brick wall in a heart-embroidered burgundy velvet suit for AMIRI's fall-winter 2026 campaign
Bakar crouches at the edge of a pool in an olive pinstripe suit worn without a shirt for AMIRI's fall-winter 2026 campaign
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