Avan Jogia, Yuta Jinguji, The Hellp, Bella Podaras and an all-star cast catch “Laurel Canyon Fever” in new Amiri Fall/Winter 2026 campaign.
Amiri has evolved from a basement studio in Los Angeles to a fully blown global fashion brand celebrating subcultures, old Hollywood nostalgia and the intersection of fashion and music. Founder Mike Amiri, however, remains loyal and dedicated to exploring the convergence of stardom, nostalgia and L.A. culture.
For its Fall/Winter 2026 campaign, Amiri touches down in Laurel Canyon, the mountainous neighborhood that fostered one of Hollywood’s most intriguing countercultural communities in the ‘60s and ‘70s. Home to household names such as the Mamas and the Papas, Frank Zappa, Joni Mitchell and the Eagles, Laurel Canyon was a hub for the folk rock elite. According to various artists’ memoirs, the neighborhood was marked by an unmatched house party scene and, more than anything, a highly supportive creative community.
The new Amiri Fall/Winter 2026 campaign pays tribute to the original Laurel Canyon spirit with a modern-day reinterpretation of the neighborhood’s melting-pot of music, art and fashion.
Reprising the tone and setup from the brand’s Fall/Winter 2026 runway presented at Paris Fashion Week, Amiri throws an intimate but enjoyable soirée at a classic Laurel Canyon residence. Against a retro-eclectic backdrop, Myles Hendrik—a luminary of LA nightlife and cultural scene—captures glimpses of the conversations, encounters and antics unfolding through the night.
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Nostalgic but candid, the imagery captures intimate moments genuinely shared among a notable guest list that sincludes Amiri ambassadors, brand friends and culture shapers.
Japanese actor and singer Yuta Jinguji, appointed Amiri ambassador at the beginning of 2026, stars in his first global fashion campaign, channeling the style and spirit of rockstars that thrived during Laurel Canyon’s heyday. British musician Bakar, electronic duo The Hellp, model and DJ’s Jade Croonenberghs and Bianca Lexis, as well as actors Avan Jogia and Bella Podaras, join the cast, bringing distinctive presence, personal style and creative soul to the campaign.
Capturing the essence of the FW26 collection, the campaign imagery places 1970s-infused fashion center stage. Each personality embraces West Coast style in their own terms. Bakar and Yuta Jinguji wear iterations of the era’s iconic patterned tailoring, as well as striped items, denim and flamboyant silk shirts. Meanwhile Jogia and The Hellp get playful in graphic tees and velvet ensembles. Bella Podaras and Jade Croonenberghs, on the other hand go the extra mile, decke out in sheer lurex dresses.
Flashes of richly embroidered pieces, Chelsea boots, leather, snakeskin footwear and statement eyewear further reinforce the retro narrative. A highlight from the campaign is the introduction of the Amiri Biscotto, the brand’s new signature bag, which stands out for its soft silhoutte inspired by Californian ease and relaxation.
“Every image celebrates the details that define the AMIRI language – embroideries, flocked velvets, intricate embellishments and precise construction,” says Amiri of the campaign.
The accompanying film is sountracked by The Hellp’s “Here I Am,” adding another layer of creative synergy to the campaign.
See highlights from the Amiri FW26 ad campaign below:
