A|X ARMANI EXCHANGE. FROM AMERICA TO THE WORLD, THE STORY OF CONTEMPORARY URBAN STYLE

A|X ARMANI EXCHANGE. FROM AMERICA TO THE WORLD, THE STORY OF CONTEMPORARY URBAN STYLE

A|X Armani Exchange eyewear interpret the refined and unique style of the Armani world with a modern sensibility, for a young, urban, casual consumer, looking for the Armani elegance but with a pop accent at an affordable price. 

A|X ARMANI EXCHANGE. FROM AMERICA TO THE WORLD, THE STORY OF CONTEMPORARY URBAN STYLE
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The A|X story began in the United States in the Nineties. The brand was created within the Armani world, from which it has inherited its essentiality, developing however its own unique and clear-cut identity, specifically for its target market: a young, modern and informal consumer, who lives in cult cities like New York, Milan, London and Tokyo. The range made its debut with a ‘basic’ collection of fundamental garments and accessories, proposed in innovative designs, to reflect the understated sophistication and energy of a new generation.

Year after year, A|X transformed in-step with the evolution of the latest lifestyle trends and modes of expression, becoming increasingly more global. Today, A|X is the symbol of a reinvented ‘city style’, where the modern, creative and ‘all-digital’ spirit of the metropolitan youth meets with Italian taste and creativity, Armani’s sartorial heritage and culture, to create new and original combinations.

Young, urban, colorful, bold and accessible. This is A|X style, which translates into an eyewear collection with a strong personality, proposed in two distinct segments to satisfy the needs of the different wearers.

  • Forever Young evokes the most well-known A|X style with balanced shape options, classic logo executions and more subtle colors, which appeals to a wider consumer base representing the metropolitan street chic audience looking for a catchy and easy-to-wear style.
  • Urban Attitude is a completely innovative take on urban style that also stands out in details and marked logo. It is characterized for its bold color combinations and shapes, specifically designed for a young, trendy, non-conformist consumer, who likes to experiment with audacious shapes and colorful pop accents.

A|X’s 2016 Fall/Winter communication campaign expresses the authentic style of the brand, represented by four young but already affirmed stars from the world of fashion and social media: British actor, Gregg Sulkin; American surfer, photographer and social media star, Jay Alvarrez; British musician and Sting and Trudie Styler’s daughter, Eliot Sumner, and, finally, Israeli model, Shlomit Malka. In the pictures, shot in New York by Riccardo Vimercati, the four young celebrities wear A|X eyeglasses and sunglasses and take to the streets of the Big Apple, in a laid-back and playful atmosphere, enhanced by the frames that perfectly capture the bold and urban attitude of the brand.

Last updated: Dec 13 2016