WWD.com/media-news/fashion-memopad/drama-lesson-7088794
fashion-memopad
fashion-memopad

A|X Armani Exchange Gets Cinematic for Fall

Inspired by an actor’s studio, the campaign was photographed by Robbie Fimmano in the backstage area of Loew’s Jersey Theatre in Jersey City.

DRAMA LESSON: A|X Armani Exchange’s fall campaign, inspired by an actor’s studio, was photographed by Robbie Fimmano in the cinematic backstage area of Loew’s Jersey Theatre in Jersey City. Styled by Karl Templer, the black-and-white images capture models Sean O’Pry, Paule Hoarau, Paolo Anchisi, Milou Sluis, Hind Sahli and Francisco Peralta wearing the new denim line that launches at A|X worldwide on Sept. 16.

The company is making a statement with its media buy. Instead of traditional print, A|X is focusing almost entirely on digital outlets, though these are still being finalized. There will, however, also be outdoor placements around New York City.