Celebrating Kith and Armani’s First Ever Collaboration
Martin Scorsese Becomes the Face of Kith for Giorgio Armani.
Story: Stella Ringblom
Giorgio Armani and Kith have recently announced their collaboration. Kith is known for combining high fashion with modern streetwear, and its founder, Ronnie Fieg, has previously partnered with iconic names. However, this will be Armani’s first collaboration ever. The two brands chose director Martin Scorsese to promote the partnership. Scorsese is known for directing “Killers of the Flower Moon” and recently directed the Blue de Chanel men’s fragrance campaign for Chanel, starring Timothée Chalamet and Havana Liu Rose.
While this is Armani's first time collaborating with another luxury brand, it’s not the first time Armani and Scorsese have crossed paths. Scorsese and Armani have been friends and co-workers in the past, and Scorsese directed the documentary Made in Milan, centered around Armani’s life and work.
The Archetype collection is their first collaborative menswear collection for the upcoming fall/winter 2024 season, and it includes characteristics drawn from both brands. This is a four-part collection centered around men’s suits. The brands have created separate capsules for four different categories: Artist, Entertainer, Traveler, and Entrepreneur. The collection is also set to include three footwear designs.
“My collaboration with Kith and Ronnie Fieg resulted in four wardrobes for four different types of men, maintaining the suit the focus in all of them,” Armani said in an interview with GQ.
The collection is meant to provide its customer with clothing that makes them feel and look their best, ultimately giving them confidence.
The Artist capsule, created entirely in black, includes pieces such as a wool suit, trench coat, and a bomber jacket. The Entertainer capsule, however, captures a more luxurious vibe, showcasing a navy velvet suit, drawstring pants, silk bandanas, velvet bucket hats, and a leather double pouch holder. The Traveler capsule includes brown and tan tones, a three-piece lightweight wool suit, a cashmere turtleneck, and a suede duffle bag. Finally, the Entrepreneur capsule’s palette blends dark browns, navy, and black. This capsule includes a jacket with a detachable scarf, a cashmere overcoat, and a midi puffer jacket. The shoes included in the collection introduces three styles: a chukka boot, a hiker boot, and a loafer.
As for the campaign, Kith and Armani chose to launch a video across both platforms where Martin Scorsese stars as the “the artist,” LaKeith Stanfield stars as “the entertainer, “Pierce Brosnan as “the traveler,” and Ronny Fieg of Kith as “the entrepreneur.” In the video, Scorsese works behind the scenes on the set of Giorgio Armani and Kith campaigns, all while explaining the project on the phone to someone.
The collection will first be available at its pop-up in New York on the Upper East Side. To celebrate the launch, the brands have redesigned a townhouse, which opened on September 6 and 7. It will officially launch on Thursday, September 12th, at Kith and Giorgio Armani stores first in the US, UK, and Canada.
This partnership not only marks the celebration of two brands partnering together, but it also initiates the start of something new for Giorgio Armani.
While this is Armani's first time collaborating with another luxury brand, it’s not the first time Armani and Scorsese have crossed paths. Scorsese and Armani have been friends and co-workers in the past, and Scorsese directed the documentary Made in Milan, centered around Armani’s life and work.
The Archetype collection is their first collaborative menswear collection for the upcoming fall/winter 2024 season, and it includes characteristics drawn from both brands. This is a four-part collection centered around men’s suits. The brands have created separate capsules for four different categories: Artist, Entertainer, Traveler, and Entrepreneur. The collection is also set to include three footwear designs.
“My collaboration with Kith and Ronnie Fieg resulted in four wardrobes for four different types of men, maintaining the suit the focus in all of them,” Armani said in an interview with GQ.
The collection is meant to provide its customer with clothing that makes them feel and look their best, ultimately giving them confidence.
The Artist capsule, created entirely in black, includes pieces such as a wool suit, trench coat, and a bomber jacket. The Entertainer capsule, however, captures a more luxurious vibe, showcasing a navy velvet suit, drawstring pants, silk bandanas, velvet bucket hats, and a leather double pouch holder. The Traveler capsule includes brown and tan tones, a three-piece lightweight wool suit, a cashmere turtleneck, and a suede duffle bag. Finally, the Entrepreneur capsule’s palette blends dark browns, navy, and black. This capsule includes a jacket with a detachable scarf, a cashmere overcoat, and a midi puffer jacket. The shoes included in the collection introduces three styles: a chukka boot, a hiker boot, and a loafer.
As for the campaign, Kith and Armani chose to launch a video across both platforms where Martin Scorsese stars as the “the artist,” LaKeith Stanfield stars as “the entertainer, “Pierce Brosnan as “the traveler,” and Ronny Fieg of Kith as “the entrepreneur.” In the video, Scorsese works behind the scenes on the set of Giorgio Armani and Kith campaigns, all while explaining the project on the phone to someone.
The collection will first be available at its pop-up in New York on the Upper East Side. To celebrate the launch, the brands have redesigned a townhouse, which opened on September 6 and 7. It will officially launch on Thursday, September 12th, at Kith and Giorgio Armani stores first in the US, UK, and Canada.
This partnership not only marks the celebration of two brands partnering together, but it also initiates the start of something new for Giorgio Armani.