It may be 77 days away, but the new A|X Armani Exchange ads put Coachella on our minds. The legendary music festival that takes place near Palm Springs, California was the inspiration for the spring ad campaign. “The aesthetic of the A|X Spring 2011 Collection was conceived around casual but sophisticated style and the modern influence of season-less, festival-chic dressing. The emphasis was not on major seasonal shifts but instead on creating looks that possess an overall truthfulness,” said Kate Lanphear, Elle's style director who styled the ads. The photos were shot at the Empire Polo Fields, where the festival takes place.
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