Starring producer Kaytranada, actor Archie Renaux, and Soo Joo, a renowned fashion model and musician, Giorgio Armani unveiled a campaign titled “That’s So Armani”. Spotlighting distinctive soft tailoring that the designer is reputed for, these talented individuals slip into recognisable silhouettes that whisper timelessness.
Through the lens of Luis Alberto Rodriguez, the protagonists each illustrate core keywords that best represent the fashion brand. While Kaytranada embodies elegance, Renaux represents modernity, and Soo Joo depicts fluidity. The sophisticated double-breasted coats and deliciously fitted jackets on the music producer showcased the classic silhouette that Giorgio Armani takes pride in. Spick and span.
Renaux, on the other hand, is likened to the youthful breath that the brand trumpeted. The Upgraded actor decks out in comparably laid-back pieces—white socks and black dress shoes or a matching set in light brown. Soo Joo—in her blue and blonde dip-dye hair—steals the attention in a jet-black pant suit that is paired with a crisp white shirt and a classic dotted tie tucked neatly into the lapels. Showing her multifaceted sides, the Korean model also donned a black matching co-ord, showing off a casual and nonchalant attitude—one that depicts her DJ side.
In the signature shades of navy blue and black—Mr Armani’s favourite colour combination—the “That’s So Armani” lineup consists of wardrobe staples such as single and double-breasted jackets, knitted blazers that are added with rolled hems, athletic fit blousons, dapper outerwear, trousers, and eveningwear.
While many might have known Giorgio Armani for his fashion empire that now consists of not just fashion lines but also home goods, the Italian-born designer is crowned the “King of Blazer” for his unparalleled contribution to breaking the stereotypes of gendered clothing. He creates well-tailored outerwear with a “feminine” twist using lighter and premium materials such as vicuña, cashmere, and fine wools. This approach, which was called soft tailoring, later changed the landscape in womenswear, fusing the softness of the women’s and the suitings from men’s, bringing the best of both worlds together. Hence, despite being grounded in menswear, the collection defies the rigid codes—and yes, that is so Armani.
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