Giorgio Armani elevates men's tailoring with “That's So Armani”

Giorgio Armani, an undisputed benchmark in luxury tailoring and timeless sophistication, continues to make a difference with his unique vision, which is clearly distinguished from his subsidiary lines such as Emporio Armani, Armani Exchange and EA7. The master has once again surprised the world at the latest edition of Paris Fashion Week with the launch of his new campaign: ‘That’s So Armani’. A project that not only redefines the concept of style, but also brings to the forefront an explosive trio: music producer Kaytranada, actor and model Archie Renaux, and the multifaceted Soo Joo, who.

‘That’s So Armani’ is not just a collection, it’s a statement of intent. Although inspired by men’s fashion, the campaign conveys a clear message of inclusivity. With Soo Joo at the forefront, the boundary between genders dissolves, making it clear that Armani’s clothes don’t understand labels. The result is a cool style, with a relaxed air but without losing the essence of haute couture, an invitation to live fashion naturally and with attitude.

The pieces in the collection are a display of sartorial mastery. From perfectly tailored blazers, impeccably cut trousers, trench coats and fine wool jumpers, to the sophistication of eveningwear, each piece exudes the essence of contemporary elegance. Materials such as vicuna, cashmere and wool are combined with a perfection that only a house like Armani can achieve, reaffirming its commitment to quality, innovation and uncompromising style.