Armani to show with A/X Armani Exchange at Pitti Uomo in June

A/X Armani Exchange will be showing at the Fortezza da Basso venue for the next edition of Pitti Uomo on June 11-14. Giorgio Armani’s accessible line, targeted at a younger audience, will feature in a dedicated section at the Sala della Scherma, where it will showcase its Spring/Summer 2020 collection.


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The label confirmed the news to FashionNetwork.com, indicating also that it has no plans to stage other events outside the Florentine menswear show's main venue.

A/X Armani Exchange was created in 1991 as a joint venture between Giorgio Armani and some of its production and distribution partners. In 2014, the Italian luxury label took full control of the line, and decided to reposition A/X Armani Exchange on the market, evolving it from a fast-fashion brand to a “young, accessible label.”
 
A/X Armani Exchange was initially distributed only on the American and Asian markets, and it is now present in Europe too, mostly via franchised stores.
 
It is the third brand within the Italian group's portfolio, besides the luxury division featuring Giorgio Armani and Armani Privé, and the second line Emporio Armani. In 2017, the group streamlined the business into these three main divisions, within which A/X Armani Exchange is distinctive for its young mood, combining the latest streetwear trends with Armani’s signature DNA.
 
A/X Armani Exchange will show as one of Pitti Uomo's special guests, alongside French label Givenchy, which will stage its first menswear show by Clare Waight Keller in Florence on June 12, and eclectic US artist Sterling Ruby, who will debut at Pitti Uomo with his S.R. Studio. La. Ca. brand.

Translated by Nicola Mira

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