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Photo Credit: Courtesy of Giorgio Armani and Kith
Italian fashion house Giorgio Armani and luxury streetwear brand Kith have unveiled their first-ever collaboration collection for the upcoming fall/winter 2024 season titled, The Archetype. Blending each brand’s sensibilities and iconic codes, the collaboration features four capsules (archetypes), each including signature silhouettes that create a comprehensive lifestyle offering with a focus on elevated suiting for the modern man.
Photo Credit: Courtesy of Giorgio Armani and Kith
“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 or wear a Giorgio Armani suit. This is how we came up with the concept of the Archetypes,” shared Ronnie Fieg, Founder, CEO, and Creative Director of Kith.
Photo Credit: Courtesy of Giorgio Armani and Kith
Armani and Kith created four Archetypes all serving as inspiration for each product’s design – The Artist, Entertainer, Traveler, and Entrepreneur. Each of these represents the four capsules, composed of their own fabrics, shapes, and color palettes. The Artist’s capsule emulates a creative visionary; each product in this capsule is designed in black with the hero piece being a double-breasted suit in virgin wool, while other styles include a long trench, a cashmere-silk turtleneck, and a bomber jacket. The Entertainer dresses as if he owns the venue with a primarily navy and dark green color palette. This capsule features a suit crafted from navy velvet, a crossover closure jacket with double-pleated pants, a rugby shirt and drawstring pants. The Traveler is described as a citizen of the world, with most products residing in shades of tans and browns. The hero piece being a three-piece suit, inclusive of a double-breasted jacket, crafted from a lightweight virgin wool. Lastly, The Entrepreneur is said to follow his own rules and intuition, with dark brown as the primary color. This capsule’s suit is a single-breasted jacket with a detachable scarf, which is paired with double-pleated trousers. The collection also features a range of footwear, graphic apparel, and headwear like caps and beanies.
Photo Credit: Courtesy of Giorgio Armani and Kith
The teams have created four campaigns for this collection, each casting famous individuals who embody the spirit of each archetype. For the debut campaign, one of the world’s most critically acclaimed directors, longtime friend of Mr. Armanim, Martin Scorsese, stars as The Artist. Known for his charismatic presence as an actor and musician, Lakeith Stanfield stars as Entertainer. For the third campaign, The Traveler is portrayed by iconic Hollywood leading man Pierce Bronsan, who is typically globally recognized for his penchant for wearing suits. For the fourth and final, The Entrepreneur features Kith’s very own Founder, CEO, and Creative Director, Ronnie Fieg.
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