No Smiling Allowed for the Spring/Summer 2010 Giorgio Armani Ads

 - Jan 23, 2010   Updated: Aug 2 2011
References: giorgioarmani &
The men's and women's Spring/Summer 2010 Giorgio Armani ads are out and they are quite serious. The campaign does not take fashion lightly, with stone-faced Ollie Edwards and Nimue Smit staring soberly into the camera.

Styled by Edward Enninful and photographed by Josh Oline, Edwards and Smit do not appear together in the Spring/Summer 2010 Giorgio Armani ads, nor do they appear in their underwear (unlike other Spring/Summer 2010 Armani models).

Implications - With the recent proliferation of vibrant colors in fashion editorials, photographers are now creating sterile fashion editorials to differentiate themselves from the competition. Corporations in other industries may follow a similar strategy and create goods with sterile designs, which will garner attention with its frigidity.