July 18, 2017 |
Irreverent, mould-breaking and daring. If Ten Towers were ever to have a coat of arms, those would be the words inscribed underneath it. But this also happens to be the name of the game for Armani Exchange’s new campaign, so naturally, who better to recruit than some of the leading free-thinkers of our age in Ms. Delevingne, Martin Garrix and Li Yifeng? Shot by Sabine Villard, the imagery plays on the ‘tongue in cheek attitudes’ and the ‘urban souls’ of the talent. What does an urban soul look like? Where can we get ours? Possibly in the urban slums of Belgravia, where Cara must have acquired hers. Here, the photos feature these three movers-and-shakers striking some very silly poses with their Armani Exchange props – magnifying glasses, rubber balls and pirate patches – the sort you might expect to find in Mr. Armani’s birthday party photo booth. Speaking on the campaign, the man himself added, “I wanted three faces capable of recounting the individualist A|X spirit in a novel, unconventional way. Three different and surprising individuals, all creative and free in their expression and whom I wanted to envelop in Armani style.” Mission accomplished, we’d say.
