Women’s Wear Daily
04.16.2014
fashion-memopad
fashion-memopad

A|X Armani Exchange's Fantasy Island

The men’s and women’s sportswear brand took over a private beach in Parrot Cay, Turks and Caicos, to shoot its spring advertising campaign.

fashion-memopad/news
Armani Exchange

FANTASY ISLAND: A|X Armani Exchange is going tropical for spring.

The men’s and women’s sportswear brand took over a private beach in Parrot Cay, Turks and Caicos, to shoot its spring advertising campaign, appropriately titled “Island Dwellers.” The ads, which will break in February print magazines as well as online, in stores and outdoors, is designed to evoke “an intense mood of cool sensuality in a tropical paradise.” The cast features Marlon Teixeira, Alejandra Alonso, Miguel Iglesias, Alexander Van Ballaer and Camila Queiroz. It was styled by David Vandewal of Art + Commerce and shot by photographer Matthew Scrivens of JET/MMS.

Tom Jarrold, creative director of JET/MMS, said the concept “focuses on the three A|X brand touch points — provocative imagery, youthful energy and relaxed sophistication. A|X is a sexy brand and these images take you to a fantasy world — an alluring escape that captures the Armani Exchange lifestyle.”

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