AMIRI'S LAUREL CANYON CAST RUNS EIGHT NAMES DEEP

AMIRI's Autumn Winter 2026 campaign returned to Instagram on September 2, 2026, with a caption that reads like a materials list: embroideries, flocked velvets, intricate embellishments, precise construction, the phrase AMIRI calls its own house language. The same post points buyers to amiri.com and AMIRI's own flagships, not a single retailer, which is how the brand has sold every stage of this rollout since August. Photographer Myles Hendrik shot the post inside the same imagined Laurel Canyon house that has anchored the campaign since late August. Eight people appear across the rollout, and only two of them are professional actors.

The Hellp Wrote the Soundtrack and Starred In the Shoot

The Hellp, the Los Angeles duo of Noah Dillon and Chandler Lucy, appear in the AW26 cast and supplied the campaign's needle drop, a song called Here I Am. That is not a licensing deal stitched on afterward; AMIRI built the soundtrack around two people already standing in the frame. British musician Bakar and AMIRI global brand ambassador Yuta Jinguji fill out the campaign's music contingent, meaning four of the eight cast members make records for a living before they model anything. Model and DJ pair Jade Croonenberghs and Bianca Lexis round out the group, so even the two names without a music credit still work a turntable on the side. AMIRI's Autumn Winter 2026 collection reached stores August 27 with velvet flocked denim in merlot reds, cognac leather jackets and Western suiting finished in metal tipped lapels and floral embroidery, the same construction language the September 2 caption names outright.

Merlot Denim and Metal Tipped Lapels Are the Real Subject

Every look in the September 2 post exists to sell a specific 1970s reference, not a generic decade. The flocked velvet technique presses a raised pile pattern into denim rather than printing it on top, which is why the merlot red reads deep instead of flat under Hendrik's low, party light. The Western suiting carries metal tipped lapels, a detail borrowed from rodeo tailoring rather than off the rack menswear, and the embroidery sits at the cuff and collar where a viewer's eye actually lands in a candid shot. None of that reads as spec talk in the caption. AMIRI compresses it into four words, embroideries, flocked velvets, embellishments, construction, and lets the cast's poses do the explaining instead of a product page.

Michael Imperioli Fronted AMIRI in February. Bakar Fronts It Now.

Michael Imperioli, 59 and fresh off an Emmy nomination for The White Lotus, led AMIRI's Spring Summer 2026 campaign alongside Danny Ramirez in a fictional hotel setting built on old Hollywood mythology, a single recognizable face anchoring the whole rollout. Seven months later, the Autumn Winter 2026 cast skews toward musicians barely known outside their own scenes: The Hellp, Bakar, Jinguji. That is a real swing in casting logic, from a prestige actor carrying the whole campaign to eight lesser known names splitting the frame between them. AMIRI is betting Laurel Canyon's own mythology, the idea of a house full of undiscovered talent, does more work than a single famous face this season. The bet is not small; February's Imperioli campaign launched AMIRI's spring season on the strength of one name, and this one is asking eight names to do the same job.

This Is the Fourth AMIRI Story FO Has Told Since July

AMIRI opened a 5,254 square foot SoHo flagship in early July, then a 700 square foot seasonal boutique in Saint Tropez later that month, then brought the Autumn Winter 2026 collection to retail on August 27. The September 2 campaign post is the fourth beat in that same run, and it is the only one built around people rather than square footage or a shipping date. AMIRI's SoHo flagship gave the brand the retail floor; this campaign gives it the cast that is supposed to make people want to stand on it. Renzo Rosso's OTB Group has held a minority stake in AMIRI since 2019, and every one of these moves, store, boutique, drop, campaign, has landed inside a five month window.

Eight names, four of them musicians, one shared song, and a construction vocabulary AMIRI is willing to put in a caption instead of a spec sheet. The real story is not the flocked velvet or the metal lapels on their own. It is AMIRI trading Michael Imperioli's recognizability for The Hellp's authenticity in under seven months, and betting the second approach sells Laurel Canyon better than the first one sold a hotel lobby.