Discover Armani Exchange‘s Fall Winter 2017.18 campaign featuring supermodel turned actress Cara Delevingne, Dutch DJ Martin Garrix, and Chinese singer and actor Li Yifeng. In charge of photography was Sabine Villard.
“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
“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. Cara Delevingne is an irreverent, chameleon-like character interpreting different aesthetics and philosophies; Martin Garrix, who is capable of making magic with music; and Li Yifeng, a multi-faceted talent who speaks to a vast audience. A|X is Armani style in its most metropolitan, free self just like my three testimonials” – designer Giorgio Armani.
