The American streetwear brand Kith and the Italian designer Giorgio Armani have presented their first joint collection – with an appearance by Martin Scorsese.
For a change, the celebrated director Martin Scorsese steps in front of the camera himself: In a new social media video, he can be seen in an elegantly tailored Armani suit. Behind it is a new collaboration between the Italian luxury house Giorgio Armani and the streetwear brand Kith.
With this collection, ninety-year-old Giorgio Armani is breaking new ground. In its long history, the traditional Italian fashion house has never collaborated with another fashion brand – at least as far as its main line is concerned. The fact that the premiere is now taking place with a young streetwear label like Kith is all the more surprising.
However, the connection between Giorgio Armani and Martin Scorsese goes back a long way. “Made in Milan”, the documentary that Scorsese made about Giorgio Armani in 1990, shows the close relationship between the filmmaker and the designer.
Giorgio Armani and Scorsese, photographed in 1990, have a long-standing friendship.
Art Streiber via Getty Images
Kith x Armani: A surprising collaboration
Kith, on the other hand, has already made a name for itself through numerous partnerships – from high-end labels such as Versace and Ralph Lauren to sports brands such as Nike and non-industry brands such as Coca-Cola, Marvel and BMW. In this way and with prominent ambassadors such as Jimmy Fallon, Jerry Seinfeld and Roger Federer, Kith has gained notoriety in the streetwear scene.
The new Kith x Giorgio Armani collection is called “The Archetype” and is intended to explore four facets of the modern man: the artist, the entertainer, the traveler and the entrepreneur. Each is presented by a different well-known face – Scorsese in his elegant black wool suits appears as an artist, while Kith founder Ronnie Fieg himself appears as an entrepreneur in a business look. The other two ambassadors of the respective archetypes are still being kept secret. Parallel to the release of the new campaign film, Kith announced a pop-up event in New York. The collection will be available in advance from September 6th to 7th, 2024 in a remodeled townhouse on the Upper East Side, before it goes on sale worldwide on September 13th. online is available.
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