giorgio armani and KITH's archetype collection presents a modern take on classic menswear

kith & giorgio armani craft a Collection Based on lifestyles

Giorgio Armani and KITH have teamed up to unveil Archetype, their highly anticipated menswear collection for Fall/Winter 2024. This collaboration hybridizes the distinct styles of both brands to create a collection that’s rooted in timeless tailoring and modern design. The result is a series of four capsules that speak to different facets of the modern man’s lifestyle, each with its own unique fabrications, silhouettes, and accessories.

At the heart of the collection are four archetypes — The Artist, The Entertainer, The Traveler, and The Entrepreneur. Each capsule explores a specific lifestyle, pairing signature Giorgio Armani tailoring with KITH’s contemporary sensibilities. According to Ronnie Fieg, KITH’s founder and creative director, the inspiration behind the collection stems from the timeless elegance of Armani suiting, an integral part of the designer’s legacy.

film director Martin Scorsese, a longtime friend of Armani, stars in a campaign to embody The Artist archetype

the four archetypes

Illustrating the spirit of the Archetypes collection designed in collaboration with Giorgio Armani, KITH founder Ronnie Fieg explains: ‘I wanted to create something that honors Mr. Armani’s incredible career and the men who have been influenced by him. The concept of the archetypes was born out of that desire to tell a story through the lens of suiting.’ The four Archetypes are embodied as follows:

The Artist: For the creative visionary, The Artist capsule centers around a sleek black palette. At its core is a double-breasted suit in black virgin wool, which is paired with a selection of outerwear, knitwear, and accessories designed to complement the modern artist’s wardrobe. A standout piece is the marled cashmere silk turtleneck, along with a long trench coat and a bomber jacket in matching virgin wool. Accessories in this capsule include monogram-debossed leather document bags, boucle and cable-knit scarves, and a beanie — perfect for adding a polished touch to any ensemble.

The Entertainer: The Entertainer capsule exudes a sense of confidence and style, featuring a bold combination of navy and dark green. Its highlight is a navy velvet suit with a crossover closure jacket and double-pleated trousers. This luxurious fabric also appears in a rugby shirt, drawstring pants, and two bucket hats, creating a cohesive wardrobe for someone who commands attention. Accessories in this capsule include silk bandanas, money clips, tie clips, and leather pouch holders — small but significant details that enhance the overall look.

NYC townhouse pop-up: The Traveler

The Traveler: For the man who navigates the world with ease, The Traveler capsule offers lightweight fabrics in warm shades of tan and brown. The three-piece suit, crafted from virgin wool, is designed to move seamlessly from day to night. Accompanying pieces include a robe-like outerwear silhouette, cashmere turtlenecks, and an alpaca wool field coat. In true traveler fashion, the accessories range from a suede duffle bag and passport holder to hats and scarves, each designed with the modern jet-setter in mind.

The Entrepreneur: The Entrepreneur capsule is designed for someone who follows their own path. Dark brown is the primary color, but the collection also includes pieces in navy, tan, and black. A single-breasted jacket with a detachable scarf paired with double-pleated trousers forms the foundation of The Entrepreneur’s suit. Additional standout pieces include a cashmere overcoat, midi puffer jacket, and a leather-paneled football jersey. The accessories — such as woven leather rucksacks, cardholders, and reversible belts — underscore the practical and stylish nature of this capsule.

The Traveler capsule offers lightweight wool suits and cozy outerwear in earthy tones

The Campaign: Showcasing the Archetypes

To celebrate the launch, Giorgio Armani and KITH are hosting a pop-up experience in New York during Fashion Week. Located at 170 East 80th St., the redesigned space will allow visitors to explore the collection in rooms inspired by the four archetypes. The pop-up opened to the public on September 6th — 7th, 2024 ahead of the official launch. Following the New York event, the collection will debut in London during Fashion Week at Giorgio Armani’s Sloane Street store on September 12th, 2024.

KITH and Giorgio Armani have brought life to each archetype by creating four distinct campaigns, each featuring an individual who embodies its spirit. The Artist campaign stars acclaimed film director Martin Scorsese, a longtime friend of Armani, whose work in cinema has inspired generations. The Entertainer capsule is represented by actor and musician LaKeith Stanfield, known for his dynamic performances and personal style. For The Traveler, Hollywood icon Pierce Brosnan was selected, while The Entrepreneur campaign stars Ronnie Fieg himself, whose journey in fashion and entrepreneurship has made him a fitting representative of this archetype.

NYC townhouse pop-up: The Artist
The Artist capsule features sleek black tones and outerwear in virgin wool

The Entertainer capsule showcases navy velvet suits, drawstring pants, and luxurious accessories
The Entrepreneur capsule highlights dark brown and navy tones