Are you in the mood for Armani?

Nov 8, 2012 at 2:00 p.m. ET

With the 2012 holiday season upon us, A|X Armani Exchange has launched a new image campaign for the holiday 2012 season — Winter-Wonder-Lux. With sophistication and modern urban structure, the collection gives off a classic street style vibe with a hard edge we can't resist.

A|X Armani Exchange

The shoot

Shot over two days on location at a sound stage in Brooklyn, New York, the campaign features models Barbara Palvin, Steven Chevrin and Cesar Casier with the help of hair by Shay, makeup by Hannah Murray as well as celebrity stylist Kate Young. The entire campaign was shot by Matthew Scrivens with creative direction by Tom Jarrold.

The set was constructed to illuminate a winter-wonder-landscape in a cinematic style, which was achieved by the beauty of ice and falling snow. These played perfectly as a backdrop for the bold collection of seasonal styles that are strong, sleek and wearable. The campaign's images aim to capture the coolness of the season through luminous energy with a sophisticated edge.

A|X Armani Exchange

The launch

The campaign, which launched online at, will also appear as a series of color images in major national print, outdoor and online, as well as A|X Armani Exchange stores nationwide. Digitally, the campaign will have a significant online presence with units on social network platforms (Facebook, Twitter, Pinterest, Instagram), as well as style, celebrity and music websites. Exclusive video content will run in cabs on Taxi TV in the Greater New York area as well as high-impact units across global platforms, including the A|X: TV YouTube channel. The ads feature cozy-chic sweaters for men and sexy, sleek pants for women and are just a few of the items that should make it on to your Armani wish list this season.

About A|X Armani Exchange

A|X Armani Exchange was launched back in 1991, aimed at a new generation of fast-fashion consumers through an accessible collection. The new Winter-Wonder-Lux collection and campaign illuminates the brand's vision of offering urban, individual style. Currently, A|X Armani Exchange has an exclusive direct controlled retail network that comprises 253 freestanding stores in 31 countries.

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