MIKE AMIRI FINAL MAGAZINE

AMIRI REBEL COLLECTION SS 19/20

AMIRI MAGAZINE

TABLE OF CONTENT: 1. About the Brand (Pages 3 - 6) 2. The SS 19/20 Rebel Collection (Pages 7 - 13) 3. Editorial Brief (Pages 14 - 19) 4. The Lookbook (Pages 20 - 27) 5. Process of Minisite (28 - 29) 6. References (30 - 31)

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WHO ARE WE?

Picture of Mike Amiri, the designer and creator of the brand.

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THE DESIGNER Mike Amiri was born in Beverley

During his short career, Amiri was

Hills from Persian parents.

nominated in both the Emerging Talent Category (CFDA 2018) at

He was only 38 years old when his

the Footwear News Achievement

brand presented his first collection.

Awards and was also nominated for

He is mainly known for the quality

the Menswear Designer of the Year

of denim and the methods in which

award. (CFDA 2019)

he designs his apparel. (for example using shotguns or paint to design t-shirts and denim jeans) Amiri’s success began when the designer started styling the K-Pop group BTS which gave Amiri a huge audience and began his route to success.

His brand still does not have a retail store, however it is found in all the most important retail stores in the world (Antonioli in Milan, Barney’s in New York, Selfridges in London and Nous in Paris)

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A BRIEF HISTORY Amiri is a private company created in Los Angeles in 2014. Its first collection launched at Maxfield (A very famous retail shop in Los Angeles) and it is considered one of the most successful and luxurious fashion brands in the United States. The brand firstly debuted at Paris Fashion Week in 2018 and still does not have an official boutique, however their collections can be found in all the major retail stores. (For ex. Selfridges, Antonia and Antonioli) Amiri’s position in the market is within the Luxury brands. It is often associated to brands the length of Balenciaga and Vetements.

Since Amiri does not have a boutique, and a lot of their products are limited and hard to find within the normal market. We are launching this look book in order to give the brand more visibility and offer people a look at the main characteristics that define these clothes. Moreover, Amiri himself has emphasised the importance of details within his collections.

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Rise of a Culture

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Rebel Collection Rebel Collection

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The Collection Throughout time, it has been evident that in most industries and societies people do not tend to go against comformities, however, in a fashion world which has seen people excel for being different, Mike Amiri presents the Rebel Collection.

Amiri wants people to feel that they don’t have to follow all the rules and comformities set by society, therefore his collection will mainly feature details which will make the people wearing the clothes stand out as “rebels”. These details might include ripped pants, colorful patches on jeans, ripped denim jackets, logos with fire and symbols which we wouldn’t usually see on normal clothing.

The collection was inspired by today’s society, people often feel like they are living under a certain set of unwritten rules which don’t permit them to transgress, and we want people to be able to identify with our clothing and make them feel as if anything they want to achieve is possible to achieve.

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The overall aim of the collection will be to make a change, whether it’s a change in the unwritten rules of society, in someone’s life style or someone’s way of thinking, a change must occur.

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“The new collection is inspired by the people who are proud of going countercurrent”

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Rebel - Meaning: Originarily, the meaning of rebel comes from a person who rises in opposition against an authority or leader.

In this case, we have to put the word into the fashion context and a fashion rebel is someone who doesn’t conform to “what’s trending” in the fashion world.

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Rebel Collection

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What Inspired the Collection:

- Ripped Denim - Vibrant Colors - Patches - Californian vibes Rebel Collection

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EDITORIAL BRIEF In order to be able to present this collection successfully, a list of guidelines must be respected. Firstly, we will have to take into consideration the model casting, the hair, and make up as well as the actual shooting and post-shoot of the editorial.

The styling of the editorial will maintain a similar inspiration to the actual magazine as it will be very rebellious, showing both men and women with ripped denims, colorful garments and all the attributes which would characterize them as “Rebels”.

All individuals who will take part to the shooting will have the opportunity to share what clothing they believe fits their style the most and provide the models with a wide range of clothes from which to choose, as well as giving them the possibility to show themselves without respecting any “rules” imposed by our 21st century society.

Stylist: Ylenia Puglia (@ynpconsulting) Hair: Kennys Palacios (@kennyspalacios) Make Up: Francesco Tolot (@tolotfrancesco)

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In this collection, we are looking for very different models in terms of aesthetics, but who are similar in terms of their “rebel� character

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MODEL CASTING

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HAIR

Short hair for women, long hair for men in order to against society’s conformity. Braids will also be used. Use of both light and dark skin male and females.

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MAKE-UP The make up within models of the collection will be very limited as one of the characteristics of being a rebel is going against conformities and in the fashion world models wearing make up during the collection is very common.

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LOCATION

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THE SHOOT TIME SCHEDULE:

This shooting will be directed by Enrico Rassu, an Italian photographer and videomaker who has always worked with luxury brands and has been able to take some historic street pictures. The shoot will take place during sun down so that there still will be light but there will also be a sense of dark which will go hand in hand with the theme of the collection. The chosen location will be London, as there are numerous hidden places where to take the photoshoot and make it unique, as well as being a perfect places where to communicate our overarching message.

MODEL DIRECTION:

The objectives given to both the photographer and the models will be the same: “Be yourself”. We want the pictures taken to reflect the model’s personality and character without making them into a persona they are not.

POST SHOOT RETOUCHING:

The entire post-shoot section which includes retouching will be put entirely in Rassu’s hands as we believe in his skills. The objective will be to create a very street and rebel environment around the models, this way the collection’s values will come to life.

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AMIRI REBEL COLLECTION LOOKBOOK

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LOOKBOOK SS 19/20 REBEL COLLECTION: Enter the AMIRI world with the new and exciting Season 19/20 Rebel collection.

The collection will be mainly characterized by ripped denim, colourful patches on jeans, logos with fire and symbols which we wouldn’t usually see on normal clothing as well as the use of uncommon colors mixed with the constant use of black. There will be a total of 6 looks for the collection.

Brace yourself for one of the most exciting and innovative collections of the 21st century.

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LOOK 1

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LOOK 2

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LOOK 3

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LOOK 4

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LOOK 5

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LOOK 6

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MINI-SITE The mini-site will concentrate heavily on Amiri’s rebel collection rather than an online store. The site will have some exclusive content on the designer and the brand which makes it completely different from the retail site. The website will have interactive features such as instagram links and countdowns in order to make it more engaging. At Amiri we want people to check-in with the brand more often and have a more personal relationship between brand and customer.

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REFERENCES Online Sources: -Bhattacharji, A. (2020). Mike Amiri, L.A.’s rock ’n’ roll designer, now struts on a global stage. [online] Los Angeles Times. Available at: https://www.latimes.com/fashion/la-hm-fashion-mike-amiri-201906021story.html [Accessed 21 Jan. 2020].

-Dool, S. (2020). How Mike Amiri Went From Co-Founding Korean Hip-Hop to Dressing Gigi Hadid and Justin Bieber. [online] Fashionista. Available at: https://fashionista.com/2018/06/mike-amiri-clothing-career [Accessed 21 Jan. 2020].

-Logan, G. (2020). Amiri. [online] Available at: https://www.owler.com/company/amiricargo [Accessed 21 Jan. 2020].

-The Business of Fashion. (2020). Director, Marketing and Communications at Intermix | BoF Careers | The Business of Fashion. [online] Available at: https://www.businessoffashion.com/careers/jobs/marketing/united-states/intermix/director-marketing-and-communications [Accessed 21 Jan. 2020].

-Vogue. (2020). Amiri Spring 2019 Menswear Fashion Show. [online] Available at: https://www.vogue. com/fashion-shows/spring-2019-menswear/amiri/slideshow/collection [Accessed 21 Jan. 2020]

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REFERENCES Images: -Amiri Group, (2020), Amiri Look [ONLINE]. Available at: https://eu.amiri.com/products/amiri-core-crewneck-black-yellow [Accessed 22 January 2020].

- Fashion Moves Forward, (2018), Amiri SS18 Collection [ONLINE]. Available at: https://fashionmovesforward.com/magazine/2017/7/amiri-ss18-lookbook [Accessed 22 January 2020].

- Harrolds, (2019), Brands: Amiri [ONLINE]. Available at: https://www.harrolds.com.au/brands/amiri/amiri/ [Accessed 22 January 2020].

- His Factor, (2016), Amiri Spring Summer 16 [ONLINE]. Available at: http://hisfactor.com/style/amiri-springsummer-2016/ [Accessed 22 January 2020].

- Micheal Bent Blog, (2018), Amiri Spring Summer 18 [ONLINE]. Available at: http://www.michael-bent.com/ blogmichaelbent/2017/7/2/amiri-spring-summer-18-beach-urban-chic-men [Accessed 22 January 2020].

- Pinterest, (2017), Amiri AW 17 [ONLINE]. Available at: https://www.pinterest.com/ pin/608619337114538424/ [Accessed 22 January 2020].

- The Fashionisto, (2017), Amiri 2017 Spring Summer [ONLINE]. Available at: https://www.thefashionisto. com/amiri-2017-spring-summer-mens-barneys-lookbook/ [Accessed 22 January 2020].

- Vogue, (2018), Amiri Spring 2018 [ONLINE]. Available at: https://www.vogue.com/fashion-shows/spring2018-menswear/amiri [Accessed 22 January 2020].

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In-Design Project Joseph Calise BA Fashion marketing & communication, Level 5, 2019-2020 5FAMK003C Visual and Video Techniques CWK1 Amiri Magazine Nicholas Godon

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