Review of Giorgio Armani x Kith “The Archetype” Fall 2024 Ad Campaign by Creative Directors Ronnie Fieg and Alan Prada with model Martin Scorsese
Giorgio Armani and Kith celebrate their collaboration in cinematic style by teaming with another big name: the legendary Martin Scorsese.
In a way, the collaboration between the iconic Italian luxury brand and the American luxury streetwear brand feels unexpected – yet unexpected collaborations are a core aspect of Kith’s identity, and the campaign imagery forms a convincing expression of the end results.
Titled “The Archetypes,” the collaboration takes shape as four capsule collections, each centered around a creative archetype: the artist, the entertainer, the traveler, and the entrepreneur. Scorsese embodies the first of the archetypes, the artist, bringing to the shadowy and sophisticated portraits the same gravitas and confidence he brings to producing his mob films.
Shot in one take, the accompanying short film sees the artist in action, directing the action on set for the campaign photo shoot in his signature quick-talking, very New York style. Scorsese wheels and deals on the phone as he sets up the shoot like one of his own films, nodding to the other cast members before building to a fun moment of revelation as he realizes who should play the artist – himself.
It’s an excellently executed narrative that draws on Scorsese’s magnetic personality while situating it within Kith’s own cinematic universe, and it cleverly sets up the other campaign chapters to follow – Lakeith Stanfield as the entertainer, Pierce Brosnan as the traveler, and Kith’s own creative director Ronnie Fieg as the entrepreneur. With such a strong first chapter, we can’t wait to see what comes next.
Kith Creative Director | Ronnie Fieg
Giorgio Armani Creative Director | Alan Prada
Model | Martin Scorsese