On the street with A/X
British actress and model Cara Delevinge has been chosen as one of the faces for the A|X Armani Exchange campaign for autumn- winter collection, the label announced last week.
Delevinge is joined by Martin Garrix, the 21-year-old Dutch DJ and Chinese singer/actor Li Yifeng for Sabine Villard’s shoots, which are designed to speak to a younger audience, create trends and interpret the values of the brand. Delevinge, Garrix and Yifeng represent free spirits with street-wise and active personalities. Their tongue-in-cheek attitude shines through and they project themselves freely in their expressions and gestures, as they surrender themselves to the brand.
“For this campaign, I wanted three faces capable of recounting the individualist A|X spirit in a novel, unconventional way. These are 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, chamleleon-like character interpreting different aesthetics and philosophies. Marin is capable of making magic with music and Li is a multi-faceted talent who speaks to a vast audience. A|X is Armani style at its most metropolitan,” declared Giorgio Armani.
The concept of the campaign is simple, yet makes a great impact; the letter A and X the brand’s logo are disassembled, used with an inventive and surprising ductile irreverence, and become props and games in the hands of the protagonists, such as magnifying glasses, vinyl records, rubber balls, pirate patches and light bulbs.
