Amiri today reveals a brand new ‘icon campaign’ starring Euphoria actor Angus Cloud as its inaugural face.

Portraying a 360 representation of the brand as it stands today, the imagery – shot by Karim Sadli and inspired by cinematic stills – sees Cloud wearing a mixture of pieces from the Amiri back catalogue: a checkerboard faux-fur coat from FW22 and signature kick-flare tailoring paired with textured vests and sneakers.

Of the decision to use Cloud, here’s the hook: both the actor and Amiri CEO and creative director Mike Amiri are LA natives, both personify the city’s laidback style and both have carved unconventional career paths eschewing traditional roots: Cloud was scouted for Euphoria while working at a restaurant in New York. Having hopped on a plane to the West Coast to audition, the rest is history, now Cloud stands at the vanguard of a new generation of US talent driven by a steadfast attitude and DIY spirit – akin to Mike Amiri himself.