Giorgio Armani Spring 2022 Ad Campaign

Review of Giorgio Armani Spring 2022 Ad Campaign by Photographer Mario Sorrenti with models Luna Bijl and Parker Van Noord

Giorgio Armani gets dark and moody in a new campaign for (perhaps surprisingly) Spring 2022, which features photography by Mario Sorrenti.

Sorrenti captures his models against a surreally shifting, abstract monochrome landscape, their faces bathed dramatically in shadow.

The accompanying short film further pushes the elegant drama and moodiness, introducing motion to the background while weaving together ephemeral detail shots and lens flare. The models speak cryptically of movements and sounds “out of time,” while an avant-garde electronic soundtrack pulsates and heightens the drama.

It’s a well-executed, deeply stylish and moody campaign, and its sense of precise elegance fits the Giorgio Armani brand well. We can’t help but wonder, however, why such an approach was chosen for this collection in particular. With its relaxingly soft silks and linens and bright blues, whites, reds, and pinks, the collection feels like a bright and bold celebration of the energy of spring – quite a different mood than the campaign. The imagery has to downplay the colors and design to get its mood across, creating a somewhat confusing contrast.

Whether this contrast and question-provoking confusion was intentional or not, the campaign still stands as a strong exercise in mood, exploring the art of simplicity and subtraction to find a new sort of expression.