Armani’s Spring 2011 Campaign for A|X generation

The A|X Armani Exchange Spring 2011 advertising campaign, Style Festival is regarded as an adventure of sound and style, evoking the independence and free-spirited world of music that speaks directly to the A|X Generation.

Created by stylist Kate Lanphear, the campaign brings to life the A|X Armani Exchange collection that exhibits the sense of effortless ease that exists in the Coachella culture.

The three-day campaign was shot at the same location as the Coachella Music Festival, Empire Polo Fields in Indio, California. The backdrop embodies the campaign's core message: the eclectic convergence of music and lifestyle, bursting with the attitude of youthful optimism and glamorous defiance - the A|X Style Festival.

With the Armani Exchange campaign, we wanted to stay true to the soul of the brand and the advertising concept, said Lanphear. Music is such a big part of the brand's DNA and so it seemed natural to bring the A|X style to life at music's most celebrated festival - Coachella.

Shot by fashion photographer Matthew Scrivens, the main cast features Alejandra Alonso (Women Management), Clara Alonso (Mega), Simon Nessman (Major), Marlon Teixeira (Wilhelmina), and Fransico Lachowski (Ford).