A|X Armani Exchange SS2022 Advertising Campaign

A|X Armani Exchange SS2022 advertising campaign is a strong sense of individuality bonds the urban tribe: diversity and freedom of expression connect through gestures, clothes, and attitudes.

Shot in graphic black and white by Oliver Hadlee Pearch, art directed and styled by Carlos Nazario, celebrates those who audaciously and unabashedly choose to explore style as an outward sign of their own personality. 

Portrayed alone or in small groups against a white backdrop, models and tiktokers India Rawsthorn, Anna Villemoes, Yuancen Xia, Daniel Millar, Desire Mia, Mathieu Simoneau move, dance, run in front of the camera.

Clothes, accessories, watches and glasses become tools of a personal story made of fun and energy, with music as the ultimate connector. Music as an aggregating factor characterises the video that accompanies and expands the campaign.