Collaboration - 9/4/24
Giorgio Armani and Kith are launching The Archetype, their first collaborative menswear collection for the upcoming Fall/Winter 2024 season, blending the distinct sensibilities of both brands. Four capsules were created, each including signature silhouettes and creating a comprehensive lifestyle offering.
Even from our earliest conversations, I knew I wanted this collection to revolve around suiting. To me, “suit,” and “Giorgio Armani,” are synonymous. As I began ideating on the story to tell, I knew I wanted to pay homage and respect to Mr. Armani’s career and life by representing the men who I feel he has inspired the most. There are so many people around the world from different walks of life who have been influenced by Mr. Armani, and who share the universal language of wearing a Giorgio Armani suit. This is how we came up with the concept of The Archetypes.
— Ronnie Fieg, Founder, CEO & Creative Director of Kith
The Collection
Together, Giorgio Armani and Kith created four Archetypes, which served as the inspiration for the design of the products—the Artist, Entertainer, Traveler, and Entrepreneur. capsules were created for each Archetype category, comprised of their own fabrics, shapes, and color palettes.
The Artist is a creative visionary. Every product in The Artist capsule is designed in black, with the centerpiece being a double-breasted suit in black virgin wool. Other styles include a long trench coat, a marled cashmere silk turtleneck, a bomber jacket crafted in the same virgin wool as the suit, a quilted vest, and zip shirt with an asymmetrical collar. Accessories include a Kith & Giorgio Armani monogram-debossed leather document bag, boucle and cable-knit scarves, and a beanie.
The Entertainer dresses as if he owns the venue. The color palette for The Entertainer capsule is primarily navy and dark green. The suit is crafted from navy velvet and features a crossover closure jacket with voluminous double-pleated pants. This velvet is also used for a rugby shirt, the drawstring-waisted pants, and two bucket hats. Other styles include an incredibly lux double-breasted coat, zip shirt with an asymmetrical collar, various silk bandanas, leather double-pouch holder, money and tie clips, and a key ring.
The Traveler is a citizen of the world. The products in The Traveler capsule reside in shades of tans and browns, as the three-piece suit, inclusive of a double-breasted jacket, is crafted from a lightweight virgin wool. Apparel styles include a coat, a robe-like outerwear silhouette, cashmere turtlenecks and rugby shirts, cupro track jacket and cargo pants, and an alpaca wool field coat. In true traveler fashion, accessories include a Kith & Giorgio Armani monogram-debossed suede duffle bag, dopp kit, and passport holder. The rest of the accessories range is comprised of a bucket hat, watchman cap, fedora, unstructured cap, suede gloves, and a scarf.
The Entrepreneur is someone who follows his own rules and his intuition. The primary color used in The Entrepreneur capsule is dark brown, by other pieces designed in navy, tan, and black. The Entrepreneur’s suit features a single-breasted jacket with a detachable scarf, which is paired with double-pleated trousers. Other apparel styles include a cashmere overcoat, Midi Puffer Jacket, double-chest pocketed button-up shirt, and a leather-paneled football jersey. Accessories include a woven leather rucksack bag, leather card holders and gloves, reversible belt, jacquard tie, and caps.
Alongside The Archetype-specific capsules are ranges of footwear, graphic apparel and headwear. The three footwear styles include the Chukka Boot, Hiker Boot, and Loafer. The Chukka Boot has a smooth suede upper and features a collaborative Kith & Giorgio Armani logo on the heel tab and footbed. The Hiker Boot is a completely new silhouette. It is crafted from premium Italian leather and showcases debossed Kith & Giorgio Armani branding throughout. Lastly is the Kith & Giorgio Armani Loafer, an all-leather style that features a distinct Armani braided logo and a debossed Kith logo below. The graphic apparel and headwear feature an array of collaborative Kith & Giorgio Armani logos applied to sweaters, tees, caps, and beanies.
The Campaign
Kith and Giorgio Armani have created four campaigns for this collection—one for each Archetype. Together they have cast individuals who embody the spirit of their Archetype.
The first campaign is “The Artist” and stars one of the most acclaimed film directors of all time, Martin Scorsese. Through his revolutionary and era-defining work in cinema, Mr. Scorsese is an artistic icon. He is also a longtime friend of Mr. Armani, which led him to direct "Made in Milan"—a documentary about the designer's life and the growth of the brand. His steadfast representation of his hometown, New York, is a value shared and respected by fellow native, Ronnie Fieg.
The second campaign is “The Entertainer,” which features actor and musician, LaKeith Stanfield. His charismatic presence, remarkable versatility and personal style make him a perfect “entertainer.”
The third campaign is “The Traveler,” portrayed by iconic Hollywood leading man, Pierce Brosnan. Globally recognized for his penchant for wearing suits, he was the ideal choice for this Archetype. His roles in film and television have taken him around the world, embodying characters who navigate diverse cultures and landscapes with sophistication and charm.
The fourth and final campaign in this collection is “The Entrepreneur,” featuring Kith’s Founder, CEO, and Creative Director—Ronnie Fieg. Fieg’s journey in fashion began at a young age, dedicating his life to building a global brand. Through his work with Kith, he has forged partnerships with some of the most iconic brands in history, established his own charitable foundation, opened restaurants in multiple countries, and became the first-ever Creative Director of his hometown team, the New York Knicks.
The Launch
Coinciding with New York Fashion Week, Giorgio Armani and Kith will host a special pop-up experience at townhouse on the Upper East Side. Together they have fully redesigned the space, where visitors will explore rooms inspired by the four Archetypes, as well as shop the collection ahead of its official launch date. The pop-up is open to the public September 6-7th from 11am to 7pm and is located at 170 East 80th St, New York, NY.
The next launch will coincide with the London Fashion Week where the collection will release ahead of the global launch at Giorgio Armani’s Sloane Street store on Thursday, September 12th.
The day after, Friday, September 13th, the collection will be available at select Giorgio Armani and Kith stores in the US and Canada, along with a web launch at 11AM EST on Armani.com as well as Kith.com, CA.Kith.com and the Kith App.
To celebrate Milan Fashion Week, the Giorgio Armani Milan store will then host another pop-up on Wednesday, September 18th, located at Galleria Vittorio Emanuele II, 3.
The final launch will occur on Thursday, September 20th, at select Kith and Giorgio Armani stores in Europe, Japan, and Korea, along with a web launch at 11AM CET on EU.Kith.com and the Kith App.
Lastly, the collection will be launched on the Chinese market with a last, special Pop Up in Shanghai opening on 28th September.
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