Los Angeles–based luxury brand AMIRI has unveiled its Fall/Winter 2025 campaign visuals, featuring its new brand ambassador, world champion boxer Saúl “Canelo” Álvarez. Celebrated as a global sports icon with millions of fans, Álvarez appears in a special edition of the seasonal campaign.
Modern Elegance and Self-Expression
Shot by visual art duo Hart + Leshkina, the campaign takes place inside a vintage-inspired residence where Álvarez embodies a contemporary interpretation of masculine elegance and self-expression. His ability to transition seamlessly between formal and casual styles highlights the duality of his public and private personas.
Canelo Álvarez is dressed in looks from Amiri’s Fall/Winter 2025 runway collection. The styling features slim-tailored suits and ruffled tuxedo shirts paired with an untied bow tie, combined with his own signature boxing hand wraps. It presents a new aesthetic that bridges the worlds of sport and fashion.
The campaign was produced under the direction of Mike Amiri, founder and creative director, with contributions from stylist Michael Vasquez, set designer James Rene, and groomer Sylvia Wheeler.
Born in Guadalajara, Mexico, Álvarez is the first boxer in history to become the undisputed super middleweight world champion, earning him the title “The Face of Boxing.” He has also been ranked among Forbes’ “Top 10 Highest-Paid Athletes in the World,” continuing to captivate fans worldwide with his skill, power, and strategy.
AMIRI’s ongoing exploration of modern iconography now expands with Álvarez, who emerges as a new symbol within the brand’s evolving vision.
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