Amiri Ambassador Canelo Álvarez for Autumn-Winter 2025 Advertising Campaign.

AMIRI is always inspired by characters – by personality, individuality, and identity. As part of the Autumn-Winter 2025 campaign, the latest AMIRI brand ambassador, world champion boxer Saúl ‘Canelo’ Álvarez, features in an extension of the brand’s seasonal campaign.

Within the rooms of a vintage mansion, a new iteration of modern masculine elegance and self-expression is proposed. Photographed by Hart Leshkina, Álvarez appears simultaneously as the sporting icon he represents to millions, but also his own man – in clothes that shift between formal and casual, the different sides of his public and private persona.

Born from performance – from the origin story of Mike Amiri dressing Hollywood legends for the stage – AMIRI always explores the tension between modern idols off-duty, and in the spotlight. Here, Álvarez mixes refined looks from the Autumn-Winter 2025 AMIRI runway collection – sleek tailoring, ruffled tuxedo shirts, unknotted bow-tie – with the raw tools of his own artistry, hand-wraps of the boxing ring.

Fashion, for Mike Amiri and for Canelo Álvarez, is a means of communication, conveying your confidence, your strength. Here, Álvarez showcases his own sartorial style through AMIRI wardrobe signatures – precise suiting in unexpected hues, the nostalgic nod of a formal shirt and tie, and heightened interpretations of hyper-classic American sportswear pieces – a subtle nod, here, to Álvarez’s own skill, the excellence of his craft.

BIOGRAPHY of Canelo Álvarez, Born in Guadalajara, Mexico and today a global sporting icon, Saúl ‘Canelo’ Álvarez has achieved an unprecedented four division world championships. He is the first boxer in history to be named undisputed super middleweight champion of the world, an achievement that lead to the industry affording him the title ‘The Face of Boxing’, while Forbes magazine also celebrated him as also one of the world’s 10 highest-paid athletes. Álvarez captivates fans internationally, renown around the world for his excellence in technique, his power and his versatility.

All images Amiri Ambassador Canelo Álvarez for Autumn-Winter 2025 Campaign by the brand. Credit to: Founder & Creative Director Mike Amiri, Talent Saúl ‘Canelo’ Álvarez, Photography Hart Leshkina, VP Brand Nima Zaribaf, DP Cooper Lichacz, Stylist Michael Vasquez, Set Designer James Rene, Groomer Sylvia Wheeler, PR KCD World Wide.