Giorgio Armani Unveils Its "That’s So Armani" Campaign
Featuring Kaytranada, Archie Renaux, and Soo Joo.
Giorgio Armani has become a global tastemaker and brand that strives to unite generations. Whether through collaboration — with the likes of KITH in recent times — or through innovative and immersive flagship stores, its approach to design — originally designed for the male audience —continues to push boundaries and defy gender conventions.
This same ethos has been encapsulated more than ever in Armani’s latest campaign. Titled “That’s So Armani,” it was debuted at Paris Fashion Week and “celebrates the cornerstones of timeless men’s fashion” with styles that ooze self-expression and identity.
The campaign, shot by Luis Alberto Rodriguez, highlights Armani’s “versatility and appeal,” featuring a trio of talents; music producer Kaytranada, model and actor Archie Renaux, and model and musician, Soo Joo. Each trailblazer included in the campaign comes from different walks of life, however, their shared love for Armani’s core principles of individuality — that they showcase unique ways — make them the perfect inclusions for “That’s So Armani.”
Meanwhile, the selected Armani garments in the campaign are crafted with soft tailoring, as a slew of premium materials, such as vicuña, cashmere, and fine wools are used in understated shades of navy blue and black. Additionally, the collection includes a slew of Armani staples, including double-breasted jackets, knitted blazers, trench coats, and much more – all of which can be transitioned from day to night.
You can take a closer look at the new Giorgio Armani “That’s So Armani” campaign above and you can see the collection IRL at Armani boutiques including Milan, Paris, New York, Beijing, and Tokyo and also on the official Giorgio Armani website.
