The Armani Group reopened stores in Italy on Monday, and released a new advertising campaign.
Scuderia Ferrari’s Charles Leclerc is the new face of the Giorgio Armani Made to Measure spring 2020 ads. This marks the first time the 22-year-old Monégasque racing driver fronts a fashion campaign.
“Charles Leclerc is a very promising racing driver. He has achieved considerable success despite his young age, and this is an indication of his will and determination, as well as his obvious talent. He is fresh-faced and has an energetic physical presence that my Made to Measure collection enhances and matches well,” Armani said.
Photographed by John Balsom in Saint-Tropez before the COVID-19 outbreak, Charles Leclerc appears in a range of cinematic black-and-white images, which debuted in Italian printed media on Monday.
Driver manager Nicolas Todt, who was instrumental in guiding Charles Leclerc’s path to Ferrari, explains:
“In recent months, even without a Grand Prix, many people have known Charles thanks to video games (streaming) and have discovered sides that they have never seen on track. Charles and Giorgio Armani even met at the Milan fashion show. Giorgio Armani liked Charles because he was winning and because “he has a fresh face and a quick physicality”. Some time ago Charles wanted to launch his own fashion brand, but then he realized that it would be difficult. So when Armani’s call came, after the victory in Monza, Charles’s passion for fashion returned.” – he explained.
“The Armani / Charles Leclerc campaign was originally scheduled to launch two months ago for the start of the championship, but then the Melbourne cancellation changed plans. Charles has always had a great interest in the world of fashion. Our choice on sponsors is to have a limited number of names, but of quality and worldwide appeal. He has great potential as a testimonial and the latter agreement confirms it.” – Nicolas Todt concluded, as reported by the Italian media.