The Cinematic Couture Moment For Giorgio Armani & Kith With Martin Scorsese

Hello Folks,

Allow me to kick start by offering a new take on fashion orthodoxy, “It’s not the suit that defines the man, but the man who gives the suit its power.” 

It’s hard not to think of Tony Stark when you read this, but today we’re spotlighting a rare genius who stands out in their own right.

Known for his high-end label & iconic designs, Giorgio Armani teams up with NYC lifestyle king Ronnie Fieg in a cinematic collaboration that fuses fashion and culture in a way only these two visionaries can.

Ronnie Fieg, the founder of Kith, has a knack for recruiting iconic New Yorkers for his brand’s campaigns like Jerry Seinfeld and Steve Buscemi, to name a few. But how did he tap Martin Scorsese for the just-released Kith for Giorgio Armani collaboration? 

For Fieg, he wants to give fans a glimpse of what is coming out, “When you see that iconic photo of Mr. Armani adjusting Robert De Niro’s suit on the set of Casino, it’s like: who can represent this story better than Scorsese?”

This collection is one of Fieg’s biggest coups since he opened the brand 13 years ago. It’s also the first time Giorgio Armani has collaborated with another brand, making it a groundbreaking moment in fashion. While the pairing may initially seem unexpected, Fieg’s deep admiration for the legendary designer makes it feel like a natural fit. 

Teasing the collaboration on Instagram, he wrote, “To say Mr. Armani is an icon would be an understatement. As a creative and entrepreneur, he is my North Star. His perspective on fashion changed the way the world chose to dress. He founded his own brand and built it into an empire that he still retains 100 percent control of 49 years later. He set the impossibly high standard that I push myself to reach every day.”

Now, coming to the details of what exactly they have in store for their upcoming Fall/Winter 2024 collection.

Fieg continued, “Mr. Armani has influenced people from all walks of life, united by the shared experience of wearing a Giorgio Armani suit. This inspired our concept of The Archetypes.”

The collection will arrive in four formalwear capsules — “The Artist,” “The Entertainer,” “The Traveler” and “The Entrepreneur” — with their own textiles, shapes, color palettes and star-studded campaigns.

• The Artist, introduced in the Martin Scorsese campaign, centers on a sleek black double-breasted wool suit. 
• The Entertainer, fronted by Lakeith Stanfield, will offer rich navy and dark green pieces, like a navy velvet suit and drawstring trousers. 
• The Traveler, starring Pierce Brosnan, features earthy tones and includes a three-piece suit, cashmere turtlenecks, and robe-like outerwear. 
• The Entrepreneur, led by Ronnie Fieg himself, brings elegant dark brown jackets, cashmere coats, and pleated trousers into focus.

Among these, each category has its own style of tailoring; the entire line – which also includes trench coats, bombers, rugby shirts, jerseys, heavy knitwear, sunglasses, duffle bags, and other leather accessories, plus three footwear styles – is made in Italy by Armani.

As one with the new campaign video that just launched, Armani says, “We worked on expressions of personalities and ways of being. Developing the collection was a bit like designing costumes for the stars of a movie. This collaboration offers a different perspective on my classics, reaching a new audience.”

So, who is The Entrepreneur? 

Fieg himself. It was, he says, the idea of Armani’s team.

“I don’t necessarily love to be on camera but I feel like this is such a benchmark for us and I’m honored to be part of it in this way. It’s something I’ll always look back on and remember as a defining moment.”

The collection will first launch in New York at a special pop-up experience at Townhouse on the Upper East Side, where all four “Archetypes” will inhabit different rooms from 11 AM to 7 PM on September 6 & 7.

The following launch will coincide with London Fashion Week on September 12 before the collection lands in Giorgio Armani and Kith stores in the U.S. and Canada on September 13. The duo will then host another pop-up during Milan Fashion Week on September 18. The final launch will take place on October 20 at Kith and Giorgio Armani stores across Europe, Japan, and Korea, as well as online.

Check out Martin Scorsese for the Kith x Giorgio Armani’s ad campaign.

For more updates, join the newsletter and share your thoughts with us!