This is about the A|X Armani Exchange Spring 2011 advertising campaign, “Style Festival” created by one of the most influential women in fashion, Kate Lanphear.
“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. It was revealed Friday, Jan. 28.[ Also Read: Iconix Ad Campaign with Hot Vanessa Hudgens ]
“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 U.S. 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.[ Also Read: Do You Want to Stay Young, Always? ]
Significant spending will also be allocated to digital media platforms through the use of QR codes placed in the seasonal advertising.
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.[ Also Read: Heidi Klum to Sprinkle Fragrance for Coty ]
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.[ Also Read: Why AnnaLynne Wears Nothing but Handbags ]
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 defines a new dress code with a collection that takes its cue from urban lifestyle and music culture.
The Armani Group is one of the leading fashion and luxury goods groups in the world. It designs, manufactures, distributes and retails fashion and lifestyle products including apparel, accessories, eyewear, watches, jewelry, fragrances and cosmetics, and home furnishings under a range of brand names: Giorgio Armani Prive, Giorgio Armani, Armani Collezioni, Emporio Armani, AJ | Armani Jeans, EA7, A|X Armani Exchange, Armani Junior,Armani Baby and Armani Casa.