Martin Scorsese is bringing both his Academy Award-winning filmmaking expertise and modeling talents to a new campaign showcasing the collaboration between Giorgio Armani and Kith. The two brands are unveiling their Fall/Winter 2024 menswear collection, titled ‘The Archetype,’ which comprises four distinct capsules, each inspired by a different archetype: The Artist, The Entertainer, The Traveler, and The Entrepreneur. Martin Scorsese embodies The Artist, while Lakeith Stanfield portrays The Entertainer, Pierce Brosnan represents The Traveler, and Kith’s Ronnie Fieg personifies The Entrepreneur.
According to the luxury brands, Mr. Scorsese was selected not only for his “revolutionary and era-defining contributions to cinema” but also due to his long-standing friendship with Mr. Armani. This relationship has resulted in the documentary “Made in Milan,” which focuses on “the designer’s life and the evolution of the brand.”
In a new vid, Scorsese cooks up a meta storyline where he’s working behind the scenes on the Giorgio Armani and Kith campaign set, all while chatting up the project on the phone with someone.
The Archetype collection will launch in the U.S., U.K., and Canada next Thursday, Sept. 12, with releases in Europe, Japan, and Korea to follow. To mark the occasion, Kith and Armani have redesigned a townhouse at 170 East 80th Street on the Upper East Side, which will be open to the public on Sept. 6 and 7 from 11 a.m. to 7 p.m.
Images Courtesy of Giorgio Armani
