A|X Armani Exchange Spring Ad Campaign
A few weeks ago we told you A|X Armani Exchange would revamp their brand image to celebrate the 20th Anniversary; As such their Spring 2011 collection is all about comfort, a departure from their classic and trendy styles. At that time we heard rumbles of uncertainty from A|X lovers about the more casual direction. However, if there were any doubts about the direction, the Spring 2011 ad campaign, titled “Style Festival,” will surely stifle the disbelievers.
The street style reminiscent campaign, an ode to music (Coachella), was shot by Matthew Scrivens and styled by Elle Fashion Editor Kate Lanphear. “With the Armani Exchange campaign, we wanted to stay true to the soul of the brand and the advertising concept,” said Lanphear.
The entire eight image campaign below