Lucky Blue Smith Fronts AMIRI’s “Hollywood Noir” FW25 Campaign

Summary

AMIRI has released its Fall/Winter 2025 campaign, “Hollywood Noir.”
The sartorial delivery includes a series of short films starring Lucky Blue Smith, Miles Caton, and more.

For the Fall/Winter 2025 season, AMIRI launches a night-themed campaign titled “Hollywood Noir,” inspired by iconic films from the past century that have shaped our perception of cinema. The cast, including Lucky Blue Smith, Miles Caton, Inde Navarrette, Keith William Richards, Bethany Nagy, Julie Hardin, Claire Deloxier, and Leo Comanescu, brings their performances to life in intricately written and choreographed vignettes, under the guidance of director Todd Tourso and filmed on 35mm film by Drew Daniels.

Each movie focuses on a character spending one night in the bustling city of Los Angeles. The first to hit screens features Smith, who spruces up for an extravagant evening out, eventually visiting a lavish bar filled with LA’s high-society crowd. His wife, Nara Smith, provides insights into the narrative via her personal commentary, offering wise words like, “Avoid combining metals. It’s similar to blending drinks, gives an unrefined appearance.

Amiri clarified that the colors and styles in fashion significantly shape our perception of Los Angeles, serving as a kind of spectacles through which we see the city’s landscape – indeed, influencing what we visually experience. Furthermore, each character within this fashion world possesses their own unique style, with clear defining characteristics ranging from sleek men’s suits evoking a laid-back 70’s aesthetic, to shimmering evening gowns adorned with intricate crochet, to embroidered velvet bomber jackets and dazzling tuxedos emblazoned with embroidery. Each item carries significance and emotion.

See AMIRI’s Fall/Winter 2025 campaign above, and watch the first short below.

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