Kith & Giorgio Armani Present: The Archetype

Kith & Giorgio Armani Present: The Archetype

Client

Giorgio Armani

Role

Lead Marketing Copywriter

Channels

Instagram, TikTok, X (Twitter), Blog, Press Release, Newsletter, SMS, App and Experiential

Kith partnered with Giorgio Armani to present their first collaborative menswear collection that blends the distinct sensibilities of both brands.

Giorgio Armani and Kith created four Archetypes that served as the inspiration for the design of the products—the Artist, Entertainer, Traveler, and Entrepreneur. We crafted stories for each man who put on the suit.

The campaigns for each archetype featured Martin Scorsese, LaKeith Stanfield, Pierce Brosnan and Ronnie Fieg.

To show off the collection and tell the stories of each archetype capsule, we redesigned a luxury townhouse in Manhattan into a Kith & Giorgio Armani limited-time pop-up. Customers were able to try on the suits and get them specially tailored.

Martin Scorsese for Kith & Giorgio Armani: The Artist

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. For these reasons and more, Giorgio Armani and Kith were honored to work with him to debut this collection—the first-ever collaboration in Giorgio Armani’s history.

This weekend, we will be hosting a special pop-up experience in New York where the collection will be available early, ahead of the global launch. We have redesigned a townhouse on the Upper East Side at 170 East 80th Street. The townhouse will be open from 11AM-7PM on Friday 9/6 and Saturday 9/7.

The Kith & Giorgio Armani collection will then release next Friday 9/13 at Kith and Giorgio Armani stores in the US and Canada, as well as Kith.com, CA.Kith.com and the Kith App.

It will release the following Friday 9/20 at select Kith & Giorgio Armani stores in Europe, Japan and Korea, as well as on EU.Kith.com and the Kith App. The collection will also launch in China on September 28th.