Between the Lines: Ideas in fashion at Armani

Armani's search for a creative agency to handle a 25th-anniversary television and cinema campaign for its jeans brand (page 1) is a refreshing marketing approach for a fashion house.

High-fashion brands rarely get into bed with advertising agencies, believing they simply do not understand fashion.

Armani's move shows the label is moving beyond an obsession with models and into a new relationship with ideas.