Cinematography captures raw, unapologetic emotions from authentic experiences. CFDA member Mike Amiri channels Hollywood’s cinematic influence into his fall collection, shaping global fashion perspectives while drawing inspiration from his everyday life.

“I have learned that certain tools work best for me, especially personal memories that evoke my emotions and familiar elements from my life,” he said. “Growing up in Hollywood, I had unique experiences that allowed me to draw inspiration from the glamor in films, the characters portrayed, or the real-life personas of actors.”

Amiri aligned with influential young actors, who are transforming global culture through cinema, creating a natural synergy between the collection and those rising talents – including Ashton Sanders, Seth Lee and SunWoo.

“With a certain level of thoughtfulness, I asked myself, ‘Do I want to use these established power models, or should I focus on people who are truly authentic to the story I am telling?’ These are artists, thespians, and musicians who are on their own upward trajectories,” Amiri added.

Amiri prioritized collaborating with individuals who align with his brand’s creative and cultural vision. As he put it, “Today people look beyond the image — they want to understand the decision making, what the brand stands for, and who it aligns with. It is more about telling a meaningful story that resonates with people.”

The menswear designer worked with British photographer Glen Luchford for the campaign, which was shot at the historic Palace Theater in Los Angeles. The campaign imagery brought Amiri’s ideas to life, turning his creative concepts into a tangible reality that reflects his vision.

“When we think of glamour, we often imagine something shiny, but authenticity is not just about polishing things to perfection,” he said. “In fact, over-polishing can strip away what makes something real. I have learned through designing each collection that imperfections often give character.

“There is power in the rawness, in things that are not fully polished — that is where the magic happens,” he added. “Amiri celebrates imperfections, the unique elements that make everything feel more authentic and relatable.”

Instead of placing the characters in front of the stage, most of the shots are backstage — in a makeup room or behind the seats. It was a subtle way of showing that there are always two sides to everything, adding depth to the narrative.

Even without dialogue, the campaign delivers a powerful message, intertwining fashion and cinema in fresh ways – “the dreamscape we created, allowing people to imagine and experience something beyond the surface,” he said. If you make a habit of being honest, authentic, and thoughtful, it shows in everything you do — whether you are shooting a campaign or designing a suit. ‘What part of this is me?’ and ‘What makes this uniquely my own concept?’ This has been a key factor in our success.” Amiri stated.

He is also not wasting time as the brand moves forward in growth. The brand retail expansion is critical to the overall vision as it allows for greater control over the narrative and presentation of the brand’s identity.

“We control the elements, atmosphere, and presentation of our products. Being alongside prestigious brands is exciting for a younger brand like ours,” Amiri said. “Artwork belongs in spaces that reflect its value, and in many ways, the streets around the world serve as galleries for that vision. We have enjoyed incorporating elements like the curtains and theater seats from our AW24 campaign and runway show in our store designs. Our Paris runway was minimal yet visually striking, with giant, elegant curtains that evoked the feeling of a grand theater. It is not just about seeing the story in the clothing—you experience it in the entire environment.”