Armani Exchange Ups Their Cool Factor, Parties with Martin Garrix
A fashion party is a fashion party is a fashion party, right? After a month-long stretch of fancy fetes celebrating fashion weeks from New York to Paris, you would think the last thing the cool kids of New York City would want to do is get dressed up to go to another stuffy event. Thankfully, Armani Exchange decided to something a bit different.
Last night, the Roberta Armani invited the best looking and coolest people that were in the tri-state area to an epic party that involved a dance-off, mini pizza, and Martin Garrix. (Get it? Martin Garrix? Mini pizza? Brilliant.) I was definitely not cool enough to be there. The purpose? To celebrate the brand’s “new energy, same spirit.” The new energy: Hot, sexy, Italian, streetwear with an edge.
The event took place at Skylight Modern in Manhattan, an open plan space that has seen high brown runway shows, dramatic film screenings, and corporate events. But for this night, the space was instantly transformed into a graffiti-filled, live art installation, created by Ricardo Gonzalez. And everywhere you looked, there was something Instagrammable — from the giant A|X cut out letters (which you could WRITE ON!) to the snacks.
The occasion was a definitive step in a re-launch of the brand which was required in full by the Armani Group in 2014, but have no fear, your favorite Armani Exchange codes are still all over the place. If you thought logo mania was going away, A|X single-handedly brought it back last night. Every other person in the room, from the bartenders to the models was wearing the brand’s new tee-shirts, which show off fun slogans, and of course, the famous logo, available in stores today.