A|X Armani Exchange Presents Its New Autumn/Winter 2023/24 Advertising Campaign

Energy. Movement. Dynamism. The new A|X Armani Exchange adv campaign, entitled Dusk Orange and shot by Thue Nørgaard, explores the unifying power of colour as an element that brings people together.

The vibrant energy of orange, dilated against the background like a special effect, draws the eye and emphasises the A|X spirit, showcasing and celebrating a functional, metropolitan style complete with accessories, watches and eyewear, designed to empower individuals to express themselves freely in any urban context. The invitation to explore one's individuality is underlined by the casting, which primarily recruited people discovered through social media.

A digital dimension defines the video directed by Anton Rev, in which immersive 3D scenarios transcend geographical boundaries to inspire fashion and music fans around the world.