Cara Delevingne will fronts the A|X Armani Exchange fall brand campaign. Giorgio Armani also tapped DJ Martin Garrix and Chinese singer and actor Li Yifeng for the ads photographed by Sabine Villard.
The A|X Armani Exchange campaign for fall dovetails with Giorgio Armani’s reorganization of his brand’s portfolio and the relaunch of the young streetwear label.
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The fashion campaign is meant to be playful and disruptive, leveraging Delevingne’s strong and irreverent personality and the trifecta’s trendsetting ways and appeal to a younger audience – reflecting the brand’s target. Incidentally, there is no sign of Delevingne’s well-documented close shave.
Giorgio Armani comments, "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."
In the bold black-and-white images, the letters A and X of the brand’s logo are disassembled and used as props such as magnifying glasses, vinyl records, rubber balls, pirate patches and light bulbs.
A|X Armani Exchange was launched in 1991, the same year it opened its first retail store in Manhattan’s SoHo. A|X Armani Exchange was a pioneer in online communication and retailing, launching its armaniexchange.com site in 1995 and adding online sales in 1997.