A #NewJacket from Armani Exchange


By the time summer fades to fall, people are excited to trade in their sundresses and flip flops for layered looks. Stemming from the days of back-to-school shopping, fall is often a time when people re-evaluate their wardrobe — and look for new pieces to define their personal style.

It was this insight that drove the concept for Armani Exchange’s #NewJacket campaign. Armani Exchange selected a group of global influencers to create a photo diary that captured their take on the season, inspired by their new Armani Exchange jacket.


Actors, writers, musicians, models, and directors curated day-in-the life photo diaries to be shared with Armani Exchange customers and fans via a custom landing page on armaniexchange.com, social channels and in-store windows and signage. The influencers’ unique content showcased to fans how a #NewJacket is more than just an article of clothing.

Armani Exchange launched a contest to the social community for fans to share a fall outfit on Instagram or Twitter with @armaniexchange, and express which Armani Exchange jacket completes the look, using the hashtag #NewJacket. Here are just a few of our favourite incredibly stylish entries:

Now it’s time for you to join the #NewJacket campaign! Visit Armani Exchange for full contest details. Stylish winners will be selected at random on 22nd October.