New energy, same spirit
British actress and model Cara Delevingne joins Dutch DJ Martin Garrix and Chinese singer and actor Li Yifeng in the exciting ad campaign for Armani Exchange’s autumn-winter collection. The campaign shot by Sabine Villard is daring, fun, plays with expressions and breaks the mould.
The protagonists of the shots speak to a younger audience, create trends, and perfectly interpret the values of A|X. Delevingne, Garrix and Li are truly free spirited, with street-wise and active personalities matching their urban soul. Their tongue-in-cheek attitude shines through in the shots, their expressions and gestures freely projected even as they surrender to the brand.
Giorgio Armani, creative director, declared “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. Cara is an irreverent, chameleon-like character interpreting different aesthetics and philosophies. Martin makes magic with music and Yifeng is a multi-faceted talent who speaks to a vast audience.
“A|X is Armani style in its most metropolitan, free self just like my three testimonials.”
This campaign marks a fundamental step forward in the re-launch of A|X, which continues its expansion plans having been wholly reacquired by the Armani Group in 2014, part of its strategy to reorganise its brand portfolio. This repositioning has allowed the brand to re-establish itself as the ambassador of the new Italian streetwear.
