02.03.2025

Giorgio Armani redefines timeless masculinity with "That's So Armani"

Giorgio Armani unveils "That's So Armani," a refined take on enduring masculine style, debuting January 23rd at Paris Fashion Week. Featuring Kaytranada, Archie Renaux, and Soo Joo, the campaign highlights Armani’s signature tailoring and versatility.

Words: Style Editor

Photo credit: Uniqlo

In the world of men's style, true mastery lies not in excess, but in refinement. As Leonardo da Vinci once observed, "Simplicity is the ultimate sophistication" – a philosophy perfectly embodied in Giorgio Armani's latest venture.

The maestro of Milan has cultivated an instantly recognizable aesthetic that bridges generational divides and, through its remarkable adaptability, becomes a personal statement of character and identity. "That's so Armani" celebrates the fundamental elements of enduring masculine style with designs that, while crafted for men, manifest Giorgio Armani's revolutionary vision challenging traditional gender boundaries.

This bold initiative debuts January 23rd during Paris Fashion Week with a cocktail reception at the Giorgio Armani boutique on Rue Saint-Honoré, followed by an exclusive gathering at an undisclosed venue.

Captured through Luis Alberto Rodriguez's lens, the campaign showcases the collection's versatility and universal charm, featuring an extraordinary triumvirate of talent: producer Kaytranada, actor-model Archie Renaux, and model-musician Soo Joo. These three visionaries, each from distinct creative realms, reinterpret Armani classics with their own unique and unexpected flair. The power of a style celebrating individuality drives this elegant visual narrative.

The meticulously curated selection of iconic Armani pieces highlights the brand's signature relaxed tailoring, fashioned from superior materials – vicuña, cashmere, and fine wools – embodying Armani's essence in characteristic navy and black hues.

Conceived as a complete wardrobe, the collection encompasses essential Armani elements: single and double-breasted jackets, knitted blazers with rolled edges, athletic blousons, distinguished coats, fluid trench coats, crew-neck sweaters, t-shirts, shirts, trousers, and formal evening attire.

The collection will be available from January 23rd at select Giorgio Armani boutiques in Milan, Paris, New York, Beijing, and Tokyo, as well as on armani.com. Pop-up installations will feature sleek, minimalist design elements and reflective surfaces including metal and mirrors, amplifying and deconstructing the concept of the modern gentleman's wardrobe.

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