In the grand orchestra of fashion, each brand plays its own unique melody. Yet, there are those that not only play but conduct, guiding the rhythm and setting the tempo for others to follow. One such maestro in the realm of men’s fashion is A|X Armani Exchange, a brand that has consistently demonstrated its ability to harmonize style, diversity, and energy into a singular, resonant beat.

The latest A|X Armani Exchange advertising campaign, aptly titled “We Beat As One,” is a testament to this symphony of style. It is a choral experience that emerges from the shared diversity and interconnectedness that one might feel in the pulsating heart of a club or the electric atmosphere of a concert. This campaign, with its vibrant energy and movement, encapsulates the spirit of the brand, echoing the rhythm of a single, unified beat.

Captured through the lens of Drew Vickers, the campaign’s imagery is a dance of light and shadow. The studio shots feature a diverse and inclusive cast, bathed in refracted white light that serves as a dynamic backdrop. The subjects, either solo or in pairs, are portrayed in fluid, dance-like poses, their movements accentuated by their choice of clothing, which transcends gender boundaries.

The campaign’s video further amplifies this positive, energetic message. The soundtrack, “My Heart Goes Boom” by French Affair, aligns perfectly with the rhythm and spirit of the collection, infusing the campaign with a palpable sense of dynamism and vitality.

This season, the beat evolves into a distinctive sound that heralds the launch of the campaign. In collaboration with IED – Istituto Europeo di Design – a multidisciplinary group of young talents has created a new sound logo for the brand. Crafted by sound designers Simona Argurio and Riccardo Paparella, and brought to life by graphic designers Chiara Gucciardi and Enrico Clementi, this sound logo translates the A|X aesthetic into the language of music: immediate, minimal, and evocative.

“We Beat As One” is more than just a campaign; it is a celebration of unity in diversity, a testament to the power of shared rhythm, and a bold statement of the brand’s commitment to inclusivity and style. It is a reminder that in the grand orchestra of fashion, we all contribute to the symphony, and together, we beat as one.

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