A|X ARMANI EXCHANGE SPRING 2012 | STYLE SURVEILLANCE

The stunning new photos of A|X Armani Exchange’s Spring 2012 “Style Surveillance” ad campaign featuring models is stirring up quite the buzz in the fashion world.

“Style Surveillance” will launch in mid-February, with a series of black and white images in national media including print, outdoor and online.  The campaign will also be featured in A|X Armani Exchange stores nationwide and online at www.armaniexchange.com.

The A|X Spring 2012 campaign offers a voyeuristic view of style with images that capture the provocative thrill of escapism for a new generation of runaway lovers. The balance of “ones who look” and “ones who are watched” is played out in a series of images that display an intense mood of cool sensuality – a tropical hideaway where models act on the impulses of intrigue and desire.

The campaign stars models Barbara Palvin and Alex Cunha shot by fashion photographer Matthew Scrivens, styled by Sally Lyndley, hair by Neil Moodie, make-up by Virginia Smith under the creative direction by Tom Jarrold (CMO for A|X Armani Exchange).

This two-day shoot was shot on location at the Ace Hotel, in Palm Springs, California. The location plays part to the overall theme of escapism, the attitude of youthful optimism and glamorous exhibitionism, while highlighting this seasons soft, clean, and sophisticated pieces that have made A|X Armani Exchange the label of choice.