Street Style Stars Unite for Emporio Armani's New Campaign

Street Style Stars Unite for Emporio Armani's New Campaign

Everyone has a different story… and everyone wears Emporio Armani.

Everyone has a different story… and everyone wears Emporio Armani.

Text: Megan Kasselberg

To the unknowing eye, Emporio Armani's SS18 campaign might look like the latest street style shoot. The models featured in the ads were cast on the street in Italy and major European cities, chosen for their distinct styles and personalities. They are from different cities, with a range of ages and jobs influencing how each interprets and carries the clothing.

Tidbits about the characters appear on the images to highlight their uniqueness, with clever phrases like "paints nudes that look like landscapes" and "doesn't own a smartphone" piquing interest about the people behind the clothes. Prints, suiting and tailored pieces fill much of the collection, perhaps reflecting Italian and street style influences.

The campaign falls in line with growing trends surrounding personalization in the fashion and tech industries. Each model is able to be their own person in the ads, showcasing how consumers can style the clothes in their own way. It also makes sense in the context of influencer-driven media dominating fashion today, allowing customers to connect to individuals who are more relatable and accessible.

The images were shot on the street in Milan by young photographers Ben Weller, Mark Peckmezian and Pawel Pysz. See the campaign and the accompanying behind-the-scenes video below.

Credits: Banner image courtesy of Emporio Armani.

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