This season, AMIRI‘s Pre-Fall 2024 collection transports us to a realm where the idyllic beach clubs of Europe’s coastlines find a new home on the sun-kissed shores of California. Through the lens of renowned photographer Hart Leshkina and the masterful styling of Gro Curtis, the campaign imagery reveals a beachside retreat that effortlessly blends California culture with the allure of European glamour.
The essence of the collection is captured through soulful renditions of classic house tracks, offering fresh interpretations that resonate with the carefree spirit of an endless summer. AMIRI’s vision reimagines and redefines California’s golden coastline, embracing the notion of resort club comfort. Lightweight fabrics drape elegantly, creating a light silhouette that invites relaxation and leisure. Deconstructed linen tailoring and silk sets embellished with the house’s signature bandana print embody the collection’s effortless sophistication.
AMIRI’s Pre-Fall 2024 collection showcases a playful approach to fabrication, with baseball jerseys reimagined in perforated leather and suit blazers adorned with the house’s iconic MA jacquard logo. A coordinating bouclé shirt and shorts set in a mesmerizing deep blue check evokes the rippling reflections of swimming pool tiles. These thoughtful details elevate the collection and lend each piece a sense of refined luxury.
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The campaign setting perfectly embodies the youthful elegance that defines the collection. Understated silhouettes and individual details are executed with meticulous precision, resulting in effortless and elevated pieces that command attention. The color palette is inspired by serene landscapes, with soft pinks, deep ocean blues, vibrant reds and pastel greens that evoke the essence of paradisiacal memories.
A standout piece in the collection is a traditional varsity jacket transformed into a vibrant mixed media canvas. Hand-painted and embellished with a stunning portrait of a Malibu beach scene, this jacket embodies the collection’s celebration of coastal beauty. The introduction of AMIRI Resort Club imagery as a five-star destination, depicted through airbrushed prints inspired by Venice Beach’s iconic art walls, further solidifies the brand’s connection to its California roots.
Motifs woven throughout the collection reflect the surrounding natural elements, expressed through intricate prints, jacquards and embellishments. Tropical watercolor florals whisper tales of coastal flora, while delicate palm linen embroidery and AMIRI’s signature staggered wave motif capture the mesmerizing, curling surf of Malibu and beyond.
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©Photo: AMIRI
