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With the Autumn/Winter 2025 campaign, the That’s So Armani project continues to shape a new definition of menswear — one that transcends gender boundaries, celebrates individuality, and returns the focus to what has always been the essence of Giorgio Armani’s aesthetic: discreet sophistication, exceptional materials, and an unfailing sense of balance.
First introduced earlier this year in Paris, the concept continues to evolve as a contemporary platform for creative identity. Rather than a traditional campaign, That’s So Armani functions as an ongoing dialogue between fashion heritage and modern culture. In this chapter, the narrative is guided by acclaimed actor Édgar Ramírez, known for his roles in Carlos, Emilia Pérez, and The Assassination of Gianni Versace: American Crime Story. Through the lens of photographer Gorka Postigo, Ramírez interprets the Armani aesthetic through the prism of personal style, demonstrating just how universal, fluid, and adaptable the Armani language truly is.
The campaign brings together five protagonists from diverse creative worlds — following Maisie Peters and Bakar, the next features include ballerina and actress Francesca Hayward and contemporary artist Rocco Ritchie, with more names to be added in the coming years. In doing so, Armani builds a generational bridge, achieving a rare balance between contemporary expression and timeless elegance.
At the heart of the campaign is a carefully curated selection of pieces from the Autumn/Winter 2025 collection. Materials such as cashmere, vicuña, and superfine wools highlight the tactile luxury for which the fashion house is renowned. A palette of deep navy, black, and chocolate tones reveals a consistent aesthetic — one in which elegance is never expressed through excess, but through the perfect equilibrium of line, texture, and cut.
The collection functions as a complete wardrobe for the modern man: from single- and double-breasted jackets to knitted blazers with signature rolled edges, sporty tops, fluid trench coats, tailored trousers, shirts, T-shirts, and an impeccably structured tuxedo. Every piece carries the softness of construction and timeless character that have made Armani synonymous with discreet elegance.
That’s So Armani AW25 goes beyond the traditional visual campaign. The experience has come to life through global presentations — from Milan to Paris, New York, Beijing, and Tokyo — while a dedicated pop-up at Dubai Mall (open until November 16) recreates the atmosphere of an Armani boutique in an immersive space dedicated to the collection. In this way, the fashion house preserves its heritage while renewing it through contemporary forms of storytelling.
The That’s So Armani project thus continues to stand as a manifesto of luxury, authenticity, and modern culture, reaffirming its status as one of the defining fashion narratives of today. At its center, Édgar Ramírez embodies the spirit of the brand: a steadfast belief in style that is not fleeting — but eternal.
