"With the Armani Exchange campaign, we wanted to stay true to the soul of the brand and the advertising concept," says A|X campaign stylist Kate Lanphear. "Music is such a big part of the brand's DNA and so it seemed natural to bring the A|X style to life at music's most celebrated festival - Coachella."
The inspiration behind the collection is what Lanphear sought to bring to life in the campaign – the sense of effortless ease that exists in the Coachella culture – a culture that resonates and rings true with today's youth market.
"The aesthetic of the A|X Spring 2011 Collection was conceived around casual but sophisticated style and the modern influence of season-less, festival-chic dressing. The emphasis was not on major seasonal shifts but instead on creating looks that possess an overall truthfulness," said Lanphear.
"Style Festival" breaks with a series of color images that in major national media—print, outdoor ads, and online. The in-book media program consists of single page and ad spreads which will be featured in the February 2011 issues of GQ, ELLE, Glamour, Allure, OUT, Nylon, V Magazine and V-Men, among others. Significant spending will also be allocated to digital media platforms through the use of QR codes placed in the seasonal advertising
THE LOCATION - The three-day campaign was shot at the same location as the Coachella Music Festival, Empire Polo Fields in Indio, California. The backdrop embodies the campaign's core message: the eclectic convergence of music and lifestyle, bursting with the attitude of youthful optimism and glamorous defiance – the A|X Style Festival.
CAST & CREW – Shot by fashion photographer Matthew Scrivens (Armani Exchange), styled by Kate Lanphear (Defacto), hair by Neil Moodie (Tim Howard), make-up by Virginia Smith (Streeters) (Tim Howard) and conceptualized by the A|X in-house team under the direction of Tom Jarrold, Chief Marketing Officer for A|X. The main cast features Alejandra Alonso (Women Management), Clara Alonso (Mega), Simon Nessman (Major), Marlon Teixeira (Wilhelmina), and Fransico Lachowski (Ford).
A|X Armani Exchange was launched in 1991, aimed at a new generation of fast-fashion consumers with an accessible collection offering urban, individual style. A|X Armani Exchange defines a new dress code with a collection that takes its cue from urban lifestyle and music culture. With Armani Exchange, Mr. Armani interprets his sensual and unique style to create a casual, yet sophisticated collection for the young, urban and sexy.
