'Debating contemporary aesthetics and disguising age': An encounter with Amiri
Nestled in the grand flora of "Jardin des Plants" in the core of Paris, Mike Amiri, the mastermind behind his Cali-based brand, knitted the glam world and his hometown together last week in a dramatic display that grafted Tinseltown onto the legendary "Rive Gauche" of the River Seine.
With the harmonious tunes of south London maestro Yussef Dayes resonating, the show encapsulated a collection inspired by "Contemporary jazz, feeding both the sounds and the spirit" as per the show's notes. Authentic figures such as Miles Davis, Duke Ellington, and Dizzy Gillespie piqued Amiri's interest, not only for their iconic stage presence but their vibrant off-stage lives too.
These fascinating influences trickled into designs sporting an ethereal, sun-touched palette of teal, blue, gray, and vintage-evoking knits. Traditional tailcoats morphed with shimmering beading gradients, oversized lines, and flared pants, expressing street culture sensibilities. Skate culture influences glimmered in styles elevated with crystalline pin stripes, while music accessories such as drum bags with guitar picks locks or music note brooches were striking features.
In quest of creativity and swagger, the 47-year-old Amiri aimed to maintain an "Optimism, not brashness" persona. During a pre-show chat, he was poised, juggling casting preparations and fitting sessions, accompanied by his 13-year-old son Ryan, assisting with final touches, nearby the Parisian Avenue Montaigne. Amiri's family members were present in Paris and appeared at the show.
Since its introduction in 2014, Amiri has sought to merge music, Americana, and subcultures like rock'n'roll, garage, and skate to embody luxury. A Hollywood native within émigré Iranian parents, Amiri was profoundly influenced by LA neighborhoods such as Silver Lake, Venice Beach, and their contrasting styles.
Now, Amiri has earned a reputation for premium garment quality and his adaptable, creative approach that treads the line between sophistication and hype. He commented, "Each individual desires to be unique, yet not imitate the youthful, hence striking a balance between resembling modern and faking youth."
Although K-pop artist Kim Sunwoo of the band "The Boyz" recently assumed the brand ambassador position, most of Amiri's celeb fans gravitated towards the independent label without marketing deals, according to the brand.
Perhaps comfortable in the limelight due to prior acquaintances with celebrities such as Angelina Jolie and Lenny Kravitz (whom he recently draped with his designs, along with an assorted crew of famous faces including Ryan Gosling, Omar Sy, Lena Waithe, and Barry Keoghan), Amiri said, "Serendipity is better than greed, let things flow naturally." In the studio, he scrutinized final runway looks.
In a digital era dominated by transparency, Amiri seems to be reinventing luxury, dubbing it "Making ordinary things remarkable." This shift includes enchanting detail work so refined it might escape the camera lens, incorporating couture-level craftsmanship infused with DIY techniques, meticulously reworking denim, leather, and everyday textiles.
To James Sleaford, ICON France's editor-in-chief, Amiri has refined chic, offering an allure of American cool and technical prowess: "Many aspects of his style resonate with people, the torn denim, but what people see in the runway show is noticeably different, Amiri is highly cultured and has specific attention to tailoring." "He has brought a genuine touch of luxury to American cool."
Presently, Amiri boasts a retail outlet on Rodeo Drive, "The Amiri Prize," a platform for emerging design talent, a second store in Dubai, and a pop-up store in Saint Tropez. In a connected world, Amiri is fostering a global dialogue. As he put it, "Indeed, the intermingling of cultures isn't defined by geography, but shared attractions."
"If... people find resonance within your story, your style, they might seek to reflect that essence in themselves," he concluded.
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The collection displayed at Amiri's Paris show drew inspiration from contemporary jazz, blending formal tuxedos with slouchier lines and flared pants, representing a nod to skate culture, and elevating the look with crystal-pinstripes (Fashion, style). Amiri's family members showed their support at the show, highlighting the importance of family values in his brand's ethos (family, fashion).
