Giorgio Armani knows a thing or two about understated flex. After kicking off the year with campaign appearances from Archie Renaux and Kaytranada, the Italian house returns with That’s So Armani. This time, it’s fronted by British musician Bakar, whose offbeat charm and directional style fit the brief perfectly.
Bakar for That’s So Armani Campaign
The campaign taps into Giorgio Armani’s signature—soft tailoring. Bakar wears a bomber-cut jacket in slate wool over a classic white shirt and printed tie, paired with drawstring trousers. It is tailoring stripped of the usual stiffness, streamlined but still relaxed, like if your suit had somewhere cool to be after the meeting.
Luxury is present, but reserved. Think superfine cashmere, soft vicuña blends, the kind of fabrics that feel expensive. Here, Bakar’s poses mirror the mood: self-assured and in sync with the clothes.
Bakar is, in many ways, the modern Giorgio Armani man. Confident, expressive, and uninterested in flash for its own sake. One shot shows him seated, in a midnight two-piece suit and T-shirt, overlaid with the quote, “I don’t reinvent myself to be someone else. I evolve to become more of who I’ve always been.” Quiet confidence, cut perfectly. That’s so Armani.
