Defining latest “archetypes”, AMIRI’s AW22 womenswear collection broadens the classic Americana wardrobe guided by its Californian design codes and technical craft. Constructing character through volume, the gathering focuses on dynamic shapes and an elevated attitude; recognised by defined, oversized outerwear, relaxed body and wide-leg, cargo flare.

Archetype is a word thrown around rather a lot, especially in fashion, but what actually are they? Well, they’re just about “moulds” of character and behavior that might be traced all the best way back to Greek mythology. And their age shows. The feminine archetypes you get once you google, for example, centre on The Mother, The Siren, The Lover, The Sage and The Hunter. That are, after all, in need of a long-overdue update. 

Doing exactly that with the assistance of AMIRI AW22 Womenswear, photographer Daisy Walker and stylist Gabriela Rowland joined forces to bring together modern female creatives from a plethora of backgrounds, telling their stories and platforming their power through intimate imagery. Representing a latest generation of female creativity were casting agent Marie Claire, musician Cherise, sexual wellness coach Eliza Lawrence, author Clem MacLeod and DJ Amaliah, respectively.

Based in London, Marie Claire is a half-Chinese, half-American mother agent and casting director. “Lots can start with me.” She tells us on the shoot. “I feel privileged and honoured to have the ability to assist individuals into the industry or proceed on. The model can have five agencies worldwide, and it’s key they’ve someone who the model can relay worries, fears, triumphs and goals to,” she says, speaking on her job. With a job that revolves so heavily on caring for others, her outlook on her profession breaks away from the stereotypes that surround model agents. “In my view, there’s nothing worse than a mother agent who doesn’t care concerning the model, sends them off into the world, and just cashes that commission,” she noted. “For me, being a mother agent involves being involved every day with my models, with their agents and clients, and ensuring all is sweet.”

As a contract sexual wellness author and coach, Eliza Lawrence doesn’t draw back from the taboo, making her contemporary embodiment of ‘The Lover’ the last word sign of tenacity. After her first university summer, she launched her online platform to supply a sanctuary for people to feel more comfortable being open surrounding conversations about sex. Entitled Wasitgoodforyou, Lawrence describes the platform as an area to “be vulnerable, tell your story and listen to other people’s experiences”.

“In the fashionable age where we’re getting to grasp the worldwide experience and sexual rights are being tried, tested and reshaped, modern women have to speak about how we got to where we’re and why it’s sacred that we establish equality of delight, fairness and respect for all women.”

Along with her angelic vocals, jazz and soul singer, songwriter and yoga teacher Cherise became the right embodiment of a new-age Siren. “I take advantage of my voice as a path to empathy, especially without delay it’s easy to feel isolated and disconnected from how others are considering and feeling,” she tells us. “Once I write my music and sing my songs, I’m attempting to let the listener know that they aren’t alone. That’s what I feel a Siren does, hook up with the center and draw people closer to something deep.”

London-based DJ and producer Amaliah is all the time on the hunt for brand new music and latest artists. “I seek for music in numerous alternative ways. My foremost outlets include Bandcamp, Discogs, Beatport, Youtube or IRL record shopping and I sometimes root through to the best way back when section of my very own library to find old gems I’ve forgotten about,” she says on the strategy of trying to find latest sounds. “There’s a lot incredible undiscovered music I actually have to search out and I just get so excited once I manage to tap into it, even when only a tiny bit. It’s an exhilarating process.”

Equipped with the knowledge and community to portray ‘The Sage’ Clem MacLeod is the founder and editor-in-chief of Worms Magazine – which she describes as “a biannual literary magazine that celebrates female and non-binary author culture”. Discussing how her peers are subverting stereotypes says: “I share my studio with three amazing ladies: Dolly Milkes who’s a dressmaker; Steph Francis-Shanahan who’s an artist making books on collective joy and trauma; and Sam James who works in fashion marketing. We’re all doing various things but appear to be driven by a really similar force which is unquestionably counter to archaic female archetypes.”