The A|X Armani Change marketing campaign for fall dovetails with Giorgio Armani’s reorganization of his model’s portfolio and the relaunch of the younger streetwear label. The designer tapped Sabine Villard to photograph the brand new A|X Armani Trade marketing campaign for fall-winter 2017-18, fronted by British actress, mannequin and one in every of Instagram’s queens Cara Delevingne, flanked by the Dutch 21-yr-previous prime DJ Martin Garrix. Pictures of the Chinese language singer and actor Li Yifeng will probably be rolled out in China and the Asia-Pacific area.
“For this marketing campaign, I needed three faces able to recounting the individualist A|X spirit in a novel, unconventional approach. Three totally different and shocking people, all artistic and free of their expression and whom I needed to envelop in Armani type,” stated Giorgio Armani. “Cara Delevingne is an irreverent, chameleon-like character deciphering totally different aesthetics and philosophies; Martin Garrix, who’s able to making magic with music, and Li Yifeng, a multifaceted expertise who speaks to an enormous viewers. A|X is Armani type in its most metropolitan, free self identical to my three testimonials.”
The marketing campaign is supposed to be playful and disruptive, leveraging Delevingne’s robust and irreverent character and the trifecta’s trendsetting methods and attraction to a youthful viewers – reflecting the model’s goal. By the way, there isn’t a signal of Delevingne’s properly-documented shut shave.
Within the daring black-and-white pictures, the letters A and X of the model’s emblem are disassembled and used as props akin to magnifying glasses, vinyl data, rubber balls, pirate patches and lightweight bulbs.
As reported in February, the Milan-based mostly designer revealed his determination to stop the Armani Collezioni and Armani Denims, mixing and consolidating them in his three labels – Giorgio Armani, Emporio Armani and A|X Armani Change – beginning with the spring-summer time 2018 season, as the style firm undergoes an inner restructuring.
“There was an excessive amount of confusion with so many collections,” stated the designer again then. “Occasions have modified, and we’ve to evolve.”
A|X Armani Change was launched in 1991, the identical yr it opened its first retail retailer in Manhattan’s SoHo. A|X Armani Trade was a pioneer in on-line communication and retailing, launching its armaniexchange.com website in 1995 and including on-line gross sales in 1997.
In 2014, Armani unveiled formidable plans to show his A|X Armani Change model into “the primary international Italian quick-trend model concentrating on a younger buyer whose DNA is strongly Armani.” The designer unveiled the technique as he revealed he had acquired the remaining 50 % of A|X that he didn’t already personal. Armani raised his stake within the A|X Armani Trade enterprise with Como Holdings Inc. to 50 % on the finish of 2008. The enterprise with Como Holdings Inc., referred to as Presidio Holdings Ltd., with Christina Ong and her husband, Ong Beng Seng, Armani’s longtime enterprise companions and the licensees of the A|X Armani Change model, was signed in 2005, and has helped increase worldwide revenues of the A|X model.