A/X launches underwear range

Armani Exchange steamed up the windows of its new London flagship with some sexy entertainment last week. The A/X brand marked the launch of its Pima men’s underwear collection with a show of live models wearing the latest range.

Staying true to its advertising campaign, 10 god-like bronzed models were on hand to show customers the capsule collection first hand, wearing not much more than Armani pants. Seven of them could be seen in the window, whilst the others handed out free wristbands. Crowds gathered at the store to get a glimpse for the action and buy the new range, which cost from 12 pounds to 15 pounds.