Pitti Uomo Day One: For the Young, and the Young at Heart

MILAN — Giorgio Armani’s A|X Armani Exchange label is making its debut at Pitti Uomo this season with a booth that will be animated by both freestyle basketball and live painting performances. At the trade show, the brand will present its men’s and women’s spring collections inspired by the Nineties, which will echo in the oversize silhouettes, Armani’s signature pastel tones, bold logos and an overall unisex feel. Stressing the nod to the decade, the Iconic range will consist of re-editions of key pieces from the brand’s first collection in 1991, while the ST_Art capsule will feature T-shirts created in collaboration with international young street artists. The label also will embrace a sustainable approach by unveiling a capsule of pieces crafted from only recyclable materials. Here, Giorgio Armani opens up to WWD about the relaunch of the brand, the key relevance of Pitti Uomo and the business strategy he developed for A|X. WWD: What’s the strategy behind the relaunch of A|X? Giorgio Armani: In keeping with the recent reorganization of the Armani brand portfolio, I thought that A|X would represent the perfect third asset of the Armani universe, along with Giorgio Armani and Emporio Armani. I imagined it as an interesting point of reference

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