Giorgio Armani has crafted an instantly recognisable style that unites generations and, by moulding itself to the individual, becomes a unique expression of character and identity.
That’s So Armani celebrates the cornerstones of timeless men’s fashion with styles that, while designed for the male audience, embody Giorgio Armani’s radical and disruptive vision to defy gender conventions.
The project debuted on 23rd January during Paris Fashion Week with a cocktail event at the Giorgio Armani boutique on Rue Saint-Honoré, followed by a party.
Shot by Luis Alberto Rodriguez, the campaign highlights the collection’s versatility and universal appeal, featuring an unprecedented trio of talents: producer Kaytranada, model and actor Archie Renaux and model and musician Soo Joo. These three innovators, each from diverse backgrounds, reinterpret Giorgio Armani classics in their own distinctive and surprising ways. The strength of a style that celebrates individuality becomes the driving force behind an elegant visual statement.
The curated selection of iconic Giorgio Armani garments showcases the brand’s hallmark soft tailoring, crafted from premium materials such as vicuña, cashmere, and fine wools, and encapsulating the values and essence of Armani in signature shades of navy blue and black. Imagined as a wardrobe, the collection includes essential Armani staples: single- and double breasted jackets, knitted blazers with rolled hems, sporty blousons, elegant coats, fluid trench coats, crew-neck pullovers, t-shirts, shirts, trousers, and eveningwear.
The pop-up installations will feature clean, minimalist designs and reflective materials such as metal and mirrors, amplifying and deconstructing the concept of the contemporary wardrobe.
The collection is available now in selected Giorgio Armani boutiques including Milan, Paris, New York, Beijing and Tokyo, and online.
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