Amiri launches SS26 Campaign Michael Imperioli, Danny Ramirez and Malcolm McRae

Amiri launches SS26 campaign Michael Imperioli, Danny Ramirez and Malcolm McRae entitled ‘Chateau Amiri, California’

Welcome to the Chateau AMIRI, California – an imaginary hotel, a meeting place of different lives, lifestyles, stories. Building on the cinematic visions that have become emblematic of AMIRI’s seasonal campaigns, the Spring-Summer 2026 chapter brings Chateau AMIRI to life, in homage to the haunts and locales that have shaped our modern mythology of Hollywood.

Hazed with nostalgia and harking back to the Golden Age of 1970s Los Angeles, Chateau AMIRI becomes an arena for rendezvous, celebrating intersecting realities. Here, a cast of individuals cross paths – different lives framed by its unfamiliar bedrooms and empty suites, crowded lobbies and sun-dappled pools. Through these imagined spaces, narratives emerge – filmic in scope, where fragments of identities and characters are embraced and explored, glimpsed by us like scenes from an undiscovered movie.

The campaign ensemble cast is led by Emmy and SAG-award winning and Golden Globe nominee Michael Imperioli (The Sopranos, The White Lotus), alongside actor Danny Ramirez (Top Gun: Maverick, Captain America: Brave New World, Avengers: Doomsday), actor and musician Malcolm McRae (Daisy Jones and the Six, Triton) alongside models Jordan Daniels and Heather Diamond Strongarm. Each plays a heightened, imagined version of themselves – a truth inside the fiction.

Within our imagined hotel, personae emerge – each of our stars plays a new role, as the aspiring actor in sharp tailoring, the producer in silk robe, the Hollywood idol in embellished tuxedo, the new icons in slender, sparkling evening gowns and the collection’s latest emblem – the Honey bag. Contrasting and contradicting each other, they reflect the attraction of opposites at the heart of the AMIRI collection – the languid and laid-back with the dressed up, the relaxed with the refined. Captured in photographs by Hart Leshkina and brought into motion by Bon Duke, these figures span different universes, creative spheres, alternate perspectives. A hotel is never just a place to stay. It’s a crossroads of ambitions, chance encounters, and tales untold. This is your invitation – to step across the threshold and join the story.

AMIRI also introduces the Honey bag, a new house icon debuted on the Spring Summer 2026 runway. Meticulously crafted in debossed croc suede and patent debossed croc leather, the bag’s softly slouched silhouette introduces a measured suppleness that echoes the collection’s sophisticated ease, balancing structure with softness. Presented in a mellow, sun-warmed palette of taupe, whisky, dark brown, and black, the Honey bag reflects the house’s understated refinement and West Coast personality.

“Character is the starting point for everything I create, shaped by cinema – the soul of Hollywood. Our AMIRI campaigns have become spaces to explore this idea – creating immersive worlds of still and motion pictures, where our collections come to life with new context, different stories. Building on that universe we’re crafting, this season we welcome you – and a cast of true stars – into the Chateau AMIRI” – Mike Amiri