AN AVANTE-GARDE collaboration has risen in the fashion world as Giorgio Armani and Kith present The Archetype, their first joint menswear collection for the fall-winter 2024 season. The collection showcases a versatile fusion of the distinctive aesthetics of both brands, encapsulating an elevated and varied lifestyle offering through four unique capsules.
Reflecting on the inception of the collection, Ronnie Fieg, Founder, CEO, and Creative Director of Kith, noted, “Even from our earliest conversations, I knew I wanted this collection to revolve around suiting. To me, ‘suit’ and ‘Giorgio Armani’ are synonymous. I wanted to pay homage to Mr. Armani’s career and life by representing the men who I feel he has inspired the most.” This led to the creation of “The Archetype,” a concept that pays tribute to the universal appeal of the Armani suit, with four archetypes defining the range: The Artist, The Entertainer, The Traveler, and The Entrepreneur.
Each archetype has its own dedicated capsule featuring unique fabrics, silhouettes, and color palettes. The Artist capsule, designed for creative visionaries, is presented in classic black and centers around a black virgin wool double-breasted suit. Complementary pieces include a trench coat, bomber jacket, and accessories like leather document bags and knit scarves.
The Entertainer capsule is tailored for those who command attention wherever they go. This collection is envisioned by a regal navy and dark green palette, featuring a velvet crossover closure jacket, voluminous pleated pants, and statement accessories like leather double-pouch holders and silk bandanas.
The Traveler capsule represents the citizen of the world, incorporating shades of tan and brown in lightweight virgin wool suits, cashmere turtlenecks, and cupro track jackets. Accessories include a suede duffle bag, passport holder, and a range of hats.
The Entrepreneur capsule embodies those who chart their own course with intuition and flair. The primary color is dark brown, complemented by navy, tan, and black. It features a single-breasted jacket with a detachable scarf, cashmere overcoat, leather-paneled football jersey, and accessories like a woven leather rucksack and jacquard ties.
The campaign for “The Archetype” sees a unique approach, with each archetype represented by an individual who personifies its essence. The Artist is portrayed by legendary filmmaker Martin Scorsese, a longtime friend of Mr. Armani and an icon in the world of cinema. The Entertainer features the versatile actor and musician Lakeith Stanfield, known for his charismatic presence and personal style.
The Traveler is represented by Pierce Brosnan, the iconic leading man whose career has spanned continents and cultures. Lastly, The Entrepreneur is embodied by Ronnie Fieg himself, whose journey from a young fashion enthusiast to a global brand builder exemplifies the spirit of entrepreneurial vision.
Giorgio Armani and Kith have curated a collection that reveres elegance and versatility in fashion, embodied by trailblazing icons. This collaboration presents an array of hues, silhouettes, and narratives that celebrate the essence of timelessness, reimagined for the ever-evolving identities of the modern man.
by Alia Campos