The future of A|X Armani Exchange is written in Milan A new boutique in the center and a timeless vision to tell the new generations according to Giorgio Armani

Few designers have managed to enter the collective consciousness of a country as Giorgio Armani did with Italy and especially with Milan – a not easy task, carried out with years of work but also thanks to a vision that always holds firm the cultural pulse of the country. Thanks to this vision, just over thirty years ago, in 1991, A|X Armani Exchange was born, the most dynamic of the brands in the Armani galaxy. The brand, born as «an "easy" clothing line, with affordable prices, for the new generations» it was conceived and inspired by the young people that Armani himself saw on the streets of his Milan and during his travels and was perhaps the first to make the world of Italian fashion, until then very institutional and serious, dialogue with those youthful garments that, years later, took the name of streetwear.

The store will also be the most representative landing point of the brand's SS22 collection, a new range of timeless garments that reinterpret A|X Armani Exchange's heritage for the era of Gen Z - an aesthetic told in the latest editorial of nss magazine shot by Alessio Spanu on the streets of Milan that combines the industrial style of the city with the self-expression of the new generations. Music is another symbol of this self-expression, represented in the video of the official campaign by the soundtrack signed by Nina Kraviz, which expresses that eternal link between musical art and youth culture.

Photographer Alessio Spanu 

Stylist Coordinator Gianluca Gagliardi

MUA Federica pisu

Producer Nicole Sancassani

Models Zeta and Rocqui

Editorial Coordinator Edoardo Lasala

Photographer Assistant Filippo Ragone