On April 5 Armani Exchange showcased their Summer 2008 Collection during a sold out performance of the worlds most recognized and widely successful DJ, Tiesto, as he performed at M2 in Shanghai, China.
With the Summer 2008 collection Armani Exchange takes a tropical journey into exotic dreamlike world of style. Culture contrasts and new aesthetic rules are drawn on to embellish a wardrobe of effortless heritage. A message of simplicity in both silhouette and style are supported by interesting pieces detailed with a crafty, handmade look. Floral colors evoke the exoticism and the magic of hand dyed style. Thin layers give a hint of subtle 70's bohemian style or relaxed island living. The basis to then season is still about whites/ pales and neutrals, but the newest direction is the emergence of intense, saturated brights.
The Armani Exchange and Tiesto relationship continues with an all out fashion music experience. This summer Tiesto is teaming up with Armani Exchange for a strategic partnership, which includes major tour sponsorship, collaborative exclusive apparel, enhanced in-store and on-line experience and a limited edition 3-CD set to be sold exclusively at Armani Exchange stores and online at www.armaniexchange.com, starting June 10, 2008.
A collaboration between A|X and Tiesto was a natural partnership for the brand. A|X and Tiesto are both aimed at capturing the spirit of a new generation that appreciate after-dark style.
Check out the video from the A|X and Tiesto event at M2 in Shanghai, China.