Posted by Paul Grimwood on Jul, 17 2017

Armani Exchange Announces Cara Delevingne for Fall Campaign

A|X Armani Exchange has tapped Cara Delevingne, DJ Martin Garrix and Chinese actor Li Yifeng for its new fall campaign.

Cara Delevingne for Armani Cara Delevingne will fronts the A|X Armani Exchange fall brand campaign. Giorgio Armani also tapped DJ Martin Garrix and Chinese singer and actor Li Yifeng for the ads photographed by Sabine Villard. The A|X Armani Exchange campaign for fall dovetails with Giorgio Armani’s reorganization of his brand’s portfolio and the relaunch of the young streetwear label. RELATED: Cara Delevingne Announced as New Brand Ambassador for Rimmel London The fashion campaign is meant to be playful and disruptive, leveraging Delevingne’s strong and irreverent personality and the trifecta’s trendsetting ways and appeal to a younger audience – reflecting the brand’s target. Incidentally, there is no sign of Delevingne’s well-documented close shave. Giorgio Armani comments, "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." In the bold black-and-white images, the letters A and X of the brand’s logo are disassembled and used as props such as magnifying glasses, vinyl records, rubber balls, pirate patches and light bulbs. A|X Armani Exchange was launched in 1991, the same year it opened its first retail store in Manhattan’s SoHo. A|X Armani Exchange was a pioneer in online communication and retailing, launching its armaniexchange.com site in 1995 and adding online sales in 1997.