Daring, fun, playful is how we’d sum up the new Armani Exchange campaign shot by Sabine Villard for FW 17/18.
The campaign features 24-year-old British actress and model Cara Delavinge, 30-year-old singer Li Yifeng, and 21-year-old Dutch DJ Martin Garrix who ranks number one in the world. Diverse in age and talent, the three speaks to a vast audience — which was Armani’s very intention.
“For this campaign, I wanted three faces capable of recounting the individualist A|X spirit in a novel, unconventional way. Three different and surprising individuals, all creative and free in their expression and whom I wanted to envelop in Armani style… A|X is Armani style in its most metropolitan, free self just like my three testimonials,” Giorgio Armani explained.
The concept of the campaign is simple: the letters A and X of the brand’s logo are disassembled and used with irreverence as props such as magnifying glasses, vinyl records, rubber balls, pirate patches, and light bulbs.