ACROSS three separate campaigns, Armani has boasted its Autumn/ Winter 2025 offering through multiple lenses to give us a better sense of what the brand’s means today.
The first new campaign highlights Giorgio Armani, with photography by Karim Sadli, conveying a sense of timeless style brought to life through his lens. Sadli captures an organic chicness in each image, presenting a deeply modern and elegant way of being. The sleek high contrast photographs illuminate the subtle light reflecting off the clothing, enhancing its refined textures and form.
Giorgio Armani AW25
Giorgio Armani AW25
The collection is presented through a group of up-and-coming and established models: including Liu Wen, Edie Campbell, Samuel Elie, Simon Nessman and Clement Chabernaud. Shadows are used to contour and light is reflected to illuminate the crisp details of accessories like large belts and optical glasses. Tactful chicness and intellectual elegance heightens the craftsmanship and tailoring of each garment.
Emporio Armani AW25
Emporio Armani AW25
The new Emporio Armani campaign, shot in black and white by Alasdair McLellan, paints a scene of old-school Parisian cool. The protagonists of the shoot are models Thea, Olivia, Alexis, Laurids, Javi, and Liu. McLellan captures a sense of camaraderie suspended in time, as if lifted from the frame of a film noir.
Immersed in the lush gardens of a villa, with stone obelisks and statues serving as markers of time, the campaign evokes a sense of quiet grandeur. The seductive pull of leather jackets and loose-fitting suits adds a layer of depth and an avant-garde edge.
AIX AW25
AIX AW25
Taking a very different visual route, the new AIX campaign is set against neon backdrop and uses digital lighting. Pulling inspiration from club culture, this campaign is shot by the danish photographer Thue Nørgaard. Defined by bold colours and a minimal digital edge the undercurrents of youth are presented within this campaign, appealing to the coolheaded party-goer.
The youthful and uninhibited feel of the campaign is captured through the striking presence of Stella Lucia Deopito, Tom Atkins, Aline Gaudin, Andrea Frerk, and Jashlem, who are photographed in dynamic, in-the-moment stills – leaning together in close shots to mimic that club atmosphere. The clothes present a youthful and spirited essence of a new generation of varsity-style numbered T-shirts and sequinned mini dresses.
by Ellis Dowle