Armani Exchange (A/X) latest spokesperson for Armani

The advertisements that are performed by world-renowned people are aimed at younger audiences, leading the trend and perfectly interpreting the values ​​of A|X. Li Yifeng, Carla and Martin pursued freedom, understood street intelligence, was full of vitality and the spirit of the city. In the gesture of fullness, the attitude of free and free and full of free and easy attitude, and brand spirit complement each other.

“In this group of advertising campaigns, I hope to look for three faces and interpret the brand spirit of A|X's individuality in a new way of subverting tradition. Three distinctive characters, creative and free spirit, with Armani The style of the movie is reshaping in front of the camera, Li Yifeng's style is amazing and talented, attracting thousands of audiences, Carla Dewey is rebellious, has the same changeable personality as a chameleon, and can interpret different aesthetics and philosophy; Martin Gareth It's very young, but it has the magic of controlling music. A|X is the most metropolitan style in the Armani family and it's just as free and easy as my three spokespersons,” said Giorgio Armani.

This season's advertising campaign adopts a simple concept, but it has a strong visual impact: the letters A and X in the brand logo are dismantled, presented in unexpected ways, ingenious and playful, and they become props and toys in the protagonist's hands. , such as magnifying glass, vinyl records, rubber balls, pirate signs and light bulbs.

This set of advertising films is a milestone in the rebranding of the A|X brand. After being wholly re-acquired by Armani Group in 2014, A|X continued to implement the expansion plan and became part of the Armani Group's brand reorganization strategy. This repositioning has made A|X a representative of the new Italian streetwear.