AX FW1617 ADV_GroupAlways dynamic and challenging the conventional notion of fashion, Armani Exchange is tapping on the global spirit of the young citizens of today’s fast-moving world.

Designed with Italian style but determinedly universal in its appeal, the new campaign captures the energy and style that lies at the root of Armani Exchange by encouraging the individuals – to simply be themselves.

To bring this spirit center stage, Giorgio Armani Armani chose a group of some of the most talented young individuals with diverse backgrounds, to bring individualism and personality into sharp relief for the brand’s new campaign released July 11, 2016.

Shot by Riccardo Vimercati, the campaign features Eliot Sumner, 25, English musician, born in Pisa (Italy), Gregg Sulkin, 24, English actor, born in London Jay Alvarrez, 21, U.S. filmmaker, director and extreme athlete, born in Hawaii and Shlomit Malka, 22, Israeli model, born in Tel Aviv

Taken in the streets of New York City, the place that stands for every vital global metropolis on the planet, the youths in front of the lens clearly feel relaxed and at home with their look perfectly matching the ethos of the collection. The images convey the sense of genuine street style, authentic and natural.

Armani Exchange has a long history of innovation and in design terms is associated with utility and quality, always having been influenced by the lifestyle of those who wear it.

This campaign demonstrates that Armani Exchange has at its very core an understanding of the diversity of modern men and women, and how they want to dress. Wherever they may be in the world, and whatever their own particular perspective on style, Armani Exchange provides them with a youthful, vibrant, urban take on contemporary dressing.

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