Armani’s most youth-anchored line has begun re-establishing itself as a key player in Italian streetwear, with a new individualistic focus. Spearheading this re-boot, the three stars have been captured by photographer Sabine Villiard in super simple black and white shots that allow each of their personalities to shine.
“The world-famous protagonists of the shots speak to a younger audience, create trends, and perfectly interpret the values of A|X. Cara, Martin and Li are truly free spirited, with street-wise and active personalities matching their urban soul. Their tongue-in-cheek attitude shines through in the shots; with their expressions and gestures they project themselves freely, surrendering themselves to the brand.
The concept of the campaign is simple, yet makes a great impact: the letters A and X of 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.” – from Armani
Courtesy of Armani