Clint Mauro, Irina Shayk and Marlon Teixeira’s rumble in the sand for the new Armani Exchange campaign is so steamy that you may need to calm yourself down and remember the clothes. Walk into the brand new Armani Exchange Sydney store and walk out looking like you just returned from the sexiest beach vacation ever.

Armani Exchange is opening a concept store in November as part of the new Westfield Sydney development. The store holds pride of place in the CBD’s shopping mecca, located at the Pitt Street entrance. The concept store’s decor reflects the aesthetic of the Armani designs, which complement the quintessential Sydney lifestyle.  But if that wasn’t enough to entice you through the doors, Armani Exchanges’ Summer 2010 campaign will be. Photographed by Matthew Scrivens, model’s Clint Mauro, Irina Shayk and Marlon Teixeira’s rumble in the sand is provocative and sensual and a celebration of beauty and skin. So for all those fashionistas that look as good as the Armani models, now there are equally good looking new clothes in an equally good looking new store. Finally there is no excuse not to cover up those rippling, sun kissed, chiseled abs… right?

The new Armani Exchange concept store caters to shopper’s ever-increasingly high standards. Gone are the days of falling in love with a mere mannequin in the form of Kim Cattrall, it takes more than a bit of plastic to satisfy today’s consumer. The new AX store responds to this by fusing edgy interior with entertainment to make the whole shopping experience more dynamic and interactive.

Inside this shopper’s oasis is AX Summer 2010 collection. Reminiscent of a Chris Isaac music video- if you’re anything like me, and your fantasies include what you’ll be wearing whilst rolling around on the sand… well, this is it. The campaign finds sexiness in simplicity. As a result, the collection is as versatile as the consumer’s lives, mixed in with a subtle undertone of escapism.

Along with the Summer 2010 collection, the new store will also be home to the usual suspects, including casual wear and sportswear, leather accessories, watches, eyewear, jewelry and music- which will undoubtably be complemented by their new digs.

In comparison to the usual fluorescent lights and deafening music of the other city stores, the AX flagship is a shopper’s sanctuary. Armani is not only giving its customers a new concept store, but also a new concept in general with their Summer 2010 campaign… the removal of clothes is so much more enjoyable when you’re wearing a damn fine outfit.

Elle Packham