YOU.ME.US.
You.Me.Us. A strong and decisive claim that expresses the importance of the individuality of the individual but also of the connection between people.
A mission that is found in every collection and that we want to tell by retracing the most important messages and the fundamental stages of the brand.
THE CONCEPT
In 1991 I had an intuition, and I called it A | X. Taking inspiration from the reality of the street, before it became one of the many trends, I created an easy” clothing line, at affordable prices, for the new generations and for those who are young at heart. “
FROM 1991 TO TODAY
A story that has been going on for 30 years and that has a lot to tell. In 3 decades Armani Exchange has evolved and changed, keeping its spirit and values always strong and stable: energy, contemporaneity and connection between people and cultures.
PEOPLE
The communication message of the 2000 campaign focused on the importance of the person and the creation of connections between individuals.
MILAN / NEW YORK
A bridge between two distant but close cities: Milan and New York. The first is the city where Giorgio Armani built his life and his career, the other is the birthplace of the brand.
CONTEMPORANEITY
Armani Exchange reinvents the essential and basic elements of the wardrobe, transforming them into garments that are easy to wear, versatile and always in step with the latest trends.
INCLUSIVITY
Free of conventions and free to be yourself. Armani Exchange celebrates the beauty of diversity and the cultural mix of society – all are unique and important.
CONNECTION
Since its inception, the concept of “exchange” has always been a key and basic element: choosing the name “Exchange” has focused on the importance of the connection between different cities and cultures.
FOR EVERYONE AND EVERYWHERE
Clothing and accessories to play with, have fun with and talk about: each look is designed to leave maximum freedom of expression and to allow anyone to live the Armani dream.
BE YOURSELF
The claim of the 2001 campaign is a push to express one’s individuality and to have self-confidence: a value that is still firmly established today.
CASUAL SPRIT
The collections offer a casual style in which everyone can feel comfortable and free, without ever giving up the refined style that has always represented the Armani name.
A NEW MUSIC
Reducing water consumption, waste and carbon emissions: the brand’s intentions to design a more sustainable future of fashion and more attentive to a more responsible use of the planet’s resources. A commitment that is realized through the use of recycled and organic fabrics and materials.
EXPRESS YOURSELF
The 1999 advertising campaign launches a strong message that is still found in the brand today: through a simple but universal message, the brand puts the spotlight on people and in particular on their feelings.
