For Fall/Winter 2025, AMIRI spotlights its newest ambassador: world champion boxer Saúl “Canelo” Álvarez.
Captured by Hart Leshkina inside the rooms of a vintage mansion, the campaign reveals Álvarez in duality—both as the global sports icon recognized worldwide and as a man in more intimate, private moments. His wardrobe mirrors this balance, moving between sleek tailoring, ruffled tuxedo shirts, and loosened bow ties from the FW25 runway, contrasted with the hand-wraps of his boxing craft.
This interplay of elegance and rawness lies at the heart of AMIRI. Born from founder Mike Amiri’s history of outfitting music legends for the stage, the house continues to explore how modern icons navigate the space between spotlight and solitude. In this campaign, Álvarez wields clothing as language—projecting strength, confidence, and authenticity while staying true to his personal style.
