The protagonists of the shots speak to a younger audience, create trends, and perfectly interpret the values of A|X. Their tongue-in-cheek attitude shines through in the shots, their expressions and gestures freely projected even as they surrender to the brand. Giorgio Armani, creative director, declared “For this campaign, 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. This repositioning has allowed the brand to re-establish itself as the ambassador of the new Italian streetwear.

Source: The Nation Bangkok July 25, 2017 08:48 UTC