Amiri launches ‘Icon Campaign’ with music duo Black Star

Amiri has launched its newest Icon campaign, starring the legendary Brooklyn music duo behind Black Star, Yasiin Bey and Talib Kweli. 

Crafted by founder and creative director Mike Amiri, the campaign pays homage to the influence of 90s hip-hop on both fashion and culture, while introducing the brand’s new Autumn/Winter 2023 collection. 

Shot by photographer Karim Sadli and styled by Ellie Grace Cumming, the campaign captures Mike Amiri’s personal connection to the hip-hop scene that shaped his youth in Los Angeles, drawing parallels between music production and clothing design.

At the heart of the campaign lies Black Star, a legendary duo that significantly shaped the landscape of 90s music. Pioneers of the “conscious rap” genre, Bey and Kweli’s groundbreaking 1998 album, ‘Mos Def & Talib Kweli Are Black Star’ remains a cornerstone of hip-hop history. 

Their music artfully addressed societal issues through hooks and punchlines. In a 2022 reunion, the duo released their second album, ‘No Fear of Time’, twenty-four years after their debut.

The collection’s relaxed yet sophisticated aesthetics resonate with Black Star’s distinctive style. Through the campaign, Bey and Kweli sport pieces from the collection, including a dropped shoulder car coat crafted from soft vegan leather, and a black double-breasted brushed wool overcoat accentuated by a rich brown contrast collar. 

These pieces are paired with layered sleeve dress shirts, mixed-media knitwear, and snap closure pleated pants, creating an elevated take on the 90s classic look. Throughout, signature headwear shapes – the driver hat and the paperboy – are also worn as iconic symbols representing the collection and the cultural eras. 

Accompanying the campaign is a video featuring the Black Star tracks ‘Yonders’ and ‘The Main Thing is to Keep The Main Thing The Main Thing’.