Everything You Need to Know About Kith and Giorgio Armani’s Collaboration
Kith x Giorgio Armani
TITLED “THE ARCHETYPES,” THE COLLECTION WILL LAUNCH IN FOUR CAPSULES WITH DIFFERENT CAMPAIGNS AND STYLES.
Kith and Giorgio Armani’s Fall/Winter 2024 collaboration, “The Archetype,” features four formalwear capsules, each with its own theme and campaign. The collection will launch in New York, London, Milan, and select stores worldwide from September to October.
Kith x Giorgio Armani
Everything You Need to Know About Kith and Giorgio Armani’s Groundbreaking Collaboration
This Fall/Winter 2024, Kith and Giorgio Armani have joined forces for a monumental collaboration that blends classic Italian tailoring with modern New York streetwear sensibilities. Aptly titled “The Archetype,” the collection arrives in four formalwear capsules, each representing distinct characters: The Artist, The Entertainer, The Traveler, and The Entrepreneur. As the global fashion world prepares for the release, we take a deep dive into how this collaboration came to be, the inspiration behind it, and what to expect from this star-studded campaign, directed by none other than Martin Scorsese.
The Origins of an Iconic Partnership
Kith’s founder and creative director, Ronnie Fieg, is no stranger to collaborating with iconic New Yorkers—his past lookbooks have featured the likes of Jerry Seinfeld and Steve Buscemi. But for The Archetype, Fieg took things to a whole new level, bringing legendary director Martin Scorsese into the fold alongside fashion titan Giorgio Armani.
Fieg’s admiration for Armani runs deep, dating back to his youth. “To me, ‘suit’ and ‘Giorgio Armani’ are synonymous,” Fieg explained. “This collection is deeply personal, as my father was an ‘Armani man,’ and as I’ve evolved, so has my appreciation for Armani’s timeless designs.”
The idea for The Archetype emerged from Fieg’s vision to tell a story through suiting—a narrative that resonated deeply with Armani. “My meeting with Kith and Ronnie was inspiring,” said Armani. “Exploring the essence of my style in this context not only underscores the timelessness of my work but opens it up to a new audience.”
Fieg knew he needed someone with a cinematic eye to capture the vision of the collection, and Scorsese, whose iconic image of Armani adjusting Robert De Niro’s suit on the Casino set still resonates, was the perfect choice.
“It was a natural decision. No one can tell this story better than Scorsese,” Fieg added.
Kith x Giorgio Armani
The Campaign: Fashion Meets Cinema
Directed by Martin Scorsese, the campaign for The Archetype embodies the characters that define the collection: The Artist, The Entertainer, The Traveler, and The Entrepreneur. With a cast that includes some of Hollywood’s most charismatic actors, the collection comes to life through their portrayal of these archetypes.
The Artist capsule, featuring a campaign starring Scorsese himself, includes a black double-breasted suit crafted from virgin wool, representing elegance and refinement. The campaign’s storytelling delves into the introspective nature of the artist, whose creativity is reflected in the understated yet powerful tailoring.
Meanwhile, The Entertainer capsule, fronted by Lakeith Stanfield, offers bold navy and dark green silhouettes. From a navy velvet suit with a crossover closure to velvety loungewear pieces, this capsule brings the entertainer’s dynamic and exuberant spirit to life.
Hollywood legend Pierce Brosnan leads The Traveler capsule, showcasing the worldly, adventurous side of the Armani man. The line incorporates shades of tan and brown, with three-piece suits, cashmere turtlenecks, and robe-like outerwear that evoke a sense of refined wanderlust.
Finally, The Entrepreneur capsule, starring Fieg himself, embodies the sophisticated business world with deep browns, cashmere overcoats, and tailored jackets that reflect the sharp, modern businessman’s wardrobe. “I don’t necessarily love being on camera,” Fieg shared, “but this moment is such a milestone for us, and I’m honored to be a part of it.”
Kith x Giorgio Armani
Crafting Timeless Style
Each of the four capsules reflects not just a character but a complete sartorial world. Armani’s hallmark tailoring serves as the foundation for these looks, but Fieg’s touch is present in the relaxed fits and modern updates to classic silhouettes. Trench coats, bomber jackets, heavy knitwear, rugby shirts, and leather accessories round out the collection, with every piece made in Italy to Armani’s impeccable standards.
“My collaboration with Kith and Ronnie Fieg resulted in four wardrobes for four different types of men, maintaining the suit as the focus,” Armani elaborated. “I’ve always strived to demonstrate the modernity of the suit and its adaptability to both time and people. This collaboration offers a fresh perspective on my classics, reaching a new audience.”
Kith x Giorgio Armani
The Launch: From New York to Milan
The collection will make its debut at an exclusive pop-up experience in New York’s Upper East Side on
September 6 and 7, where each of The Archetypes will be featured in a different room. After its New York launch, The Archetype will travel to London Fashion Week on September 12, followed by a release in Giorgio Armani and Kith stores across the U.S. and Canada on September 13.
The journey continues with a pop-up at Milan Fashion Week on September 18, held at the prestigious Galleria Vittorio Emanuele II, before the final global launch on October 20 in stores across Europe, Japan, and Korea. The collection will also be available online at both Kith and Giorgio Armani’s websites.
Fieg is confident that the public will be blown away by the collection once it hits stores. “When people touch and feel the product, it’s going to be better than anything we’re talking about,” he said. “The collection is wow, man.”
Kith x Giorgio Armani
A Collaboration for the Ages
This collaboration is more than just a fashion event—it’s a fusion of two worlds: the timeless elegance of Giorgio Armani and the streetwise innovation of Ronnie Fieg’s Kith. Through The Archetype, the duo has crafted a collection that pays homage to the past while looking ahead to the future. With the involvement of Martin
Scorsese, who brings the cinematic vision to life, the campaign feels like a film in itself, celebrating the artistry of fashion.
Ultimately, this collaboration exemplifies the power of fashion to tell stories. As Fieg explained, The Archetypes were inspired by the men Armani has dressed over the years, who represent different walks of life. Whether through the eyes of an artist, the charisma of an entertainer, the curiosity of a traveler, or the ambition of an entrepreneur, The Archetype is a celebration of individuality, wrapped in the elegant cloth of Armani’s heritage.
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