Martin Scorsese is lending his Academy Award-winning filmmaking skills — and modeling skills — to a new campaign promoting a collaboration between Giorgio Armani and Kith.
The two brands are launching a fall/winter 2024 menswear collection called the Archetype, which includes four unique capsules based on different archetypes: The Artist, Entertainer, Traveler and Entrepreneur. While Scorsese’s embodies The Artist, Lakeith Stanfield is set to star as The Entertainer; Pierce Brosnan will be The Traveler; and Ronny Fieg of Kith will be The Entrepreneur. With a focus on men’s suits, the collection is slated for release on Sept. 13 and is set to include three new footwear designs.
In a new video, Scorsese brings to life a meta storyline in which he is working behind-the-scenes on the set of the Giorigo Armani and Kith campaign — all the while explaining the project on the phone to someone. With a camera tracking his movements, the “Killers of the Flower Moon” director is wearing an all-black suit including a turtleneck and a blazer with a shawl lapel. Going over his casting ideas for the different archetypes, Scorsese is describing the Artist and then takes a look at himself in a mirror — realizing he is the perfect choice for the role.
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Armani writes, “Through his revolutionary and era-defining work in cinema, Mr. Scorsese is the definition of an artist. He is also a longtime friend of Mr. Armani, which led him to direct ‘Made in Milan’—a documentary about the designer’s life and the growth of the brand. His steadfast representation of his hometown, New York, is a value shared and respected by fellow native, Ronnie Fieg. For these reasons and more, Giorgio Armani and Kith were honored to work with him to debut this collection—the first-ever collaboration in Giorgio Armani’s history.”
The campaign was a family affair for Scorsese, whose daughter Francesca — a fellow filmmaker — is also featured in the video. Sharing photos to promote the project on social media, the father and daughter are shown sitting side by side in director’s chairs. The elder Scorsese’s suit is completed with a pair of shiny black lace-up dress shoes while Francesca is wearing black Mary Janes.
