Giorgio Armani has chosen the Guardian newspaper for its first UK
solus advertising campaign.
During London fashion week, the Italian designer has bought every
display advertising space in the newspaper’s main broadsheet section to
promote its new autumn/winter collection.
The ads, including five full-page spreads, will be in black and white to
keep with the fashion designer’s style.
They were created and bought in-house at Armani.
The choice of the Guardian marks a change of strategy for Armani, which
has previously favoured magazines for its exclusive advertising
In February, Armani was the sole advertiser in the Atlantic edition of
Time magazine’s 75th anniversary edition, which was scheduled to
coincide with the Milan and Paris fashion weeks.
The company took more than 30 pages of ads in the first deal of its kind
Carolyn McCall, the Guardian’s commercial director, said: ’The Guardian
is often described as innovative, and this is also true of how the paper
listens to the needs of its clients.
’The Guardian and Armani share the same target audience of young
upmarket discerning professionals and we are pleased to be able to run
this creative and bold campaign on our pages.’
The Guardian last ran a solus advertising campaign in its news section
in February 1996 for Mercury.
More recently, Mercedes and Cable & Wireless have bought all the colour
ad sites in the news section.
In the UK, Armani favours using press advertising for its men’s
However, the designer’s campaigns for its women’s range are split almost
equally between press and outdoor advertising.