(Because who else could punch luxury into submission?)
In the rarefied world of luxury fashion, where irony is currency and exclusivity is a full-time job, AMIRI has just dropped a headline that’s as unexpected as it is utterly fabulous: Saúl “Canelo” Álvarez, boxing royalty and undisputed champion of controlled violence, is the new global face of the brand.
Yes, you read that correctly. The man best known for knocking out opponents in silk shorts will now be doing the same to sartorial conventions — in silk shirts.
This isn’t your usual influencer-brand collaboration. No vacant stares or androgynous jawlines here. Canelo brings something far rarer to the runway: authentic testosterone. And let’s be honest — if anyone can pull off hand-stitched denim, snakeskin boots, and a look that says “I could end you, but I’m late for a fashion week dinner,” it’s him.
AMIRI, the darling of LA cool and Parisian pretension, has always tiptoed the line between rockstar rebellion and red carpet refinement. Now, with Canelo on board, it’s swinging a solid right hook at the idea that fashion is only for the fragile.
Is this a match made in aesthetic heaven? Not exactly. It’s more of a stylish collision — like a Rolls-Royce doing donuts on Rodeo Drive. But that’s the point. Canelo doesn’t blend in. He disrupts. And AMIRI, ever the connoisseur of the unexpected, knows that nothing sells quite like chaos with a price tag.
So here’s to Canelo Álvarez — boxer, icon, and now, couture-clad provocateur. He’s not just wearing the clothes. He’s rewriting the dress code. With fists. And flawless tailoring.
Saúla „Canelo” Álvareza. ©Foto: AMIRI
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