Submitted by 22 IMPACT

Emporio Armani Neve

22 IMPACT led creator and model Suh Marcelino's partnership with Emporio Armani on the Neve alpine collection, an activation the agency reports drove 3M+ impressions.

3M+ impressions driven across Suh Marcelino's global social platforms and Emporio Armani's owned channels during the alpine collection launch.impressions

Case in 60 seconds

Emporio Armani needed the Neve collection read as both high-performance skiwear and Italian luxury, a pairing that is hard to hold in one execution because technical credibility and fashion authority usually speak in different registers.

The campaign appears to turn on the reading that luxury skiwear becomes aspirational rather than remote when a credible traveller narrates it in her own voice, because alpine settings supply the elegance while diary-style narration supplies the reason to believe.

Position a single globally mobile creator and model as a natural inhabitant of the collection's world, so that elevated skiwear and refined travel are shown as one identity rather than two claims made side by side.

22 IMPACT cast Suh Marcelino, negotiated and contracted the partnership, directed the creative and handled usage and exclusivity rights, production logistics and transport, then distributed clean editorial imagery and her diary-style storytelling across social, paid and digital surfaces, closing with post-campaign insights and analysis.

22 IMPACT reports 3M+ impressions driven across Suh Marcelino's global social platforms and Emporio Armani's owned channels during the alpine collection launch, alongside strong engagement across social platforms that the page does not quantify.

Strategy Breakdown

The primary strategy-learning section — interpretation, not a press-release summary.

Luxury skiwear asks to be admired from a distance while travel content on social platforms rewards proximity and candour, so the work had to satisfy an editorial standard and a diary standard at once.
Based on the available evidence, alpine luxury is a seasonal and narrow proposition that risks reading as remote from everyday fashion audiences, so the collection needed a route into general travel and fashion conversation rather than skiwear alone.
Emporio Armani supplied the alpine setting, the collection and its owned channels, while the creator supplied the personal register, so the brand acted as the world the story took place in rather than its narrator.
The page suggests audiences accept a luxury product as attainable when it arrives inside a real travel account, because a diary framing presents the collection as something being lived with rather than displayed.

Creative & Execution System

Assets & channels

  • Instagram
  • TikTok

Partners

  • 22 IMPACT (lead_agency)

Creator role

  • Suh Marcelino — creator

Results & Evidence

MetricValueResult type
impressions3M+ impressions driven across Suh Marcelino's global social platforms and Emporio Armani's owned channels during the alpine collection launch.impressions

Why 22 IMPACT's strategy worked

  1. 1

    A single creator whose existing credits and base sit across several markets can carry a global positioning on her own, which suggests that audience composition and biography can substitute for the reach a larger roster would supply.

  2. 2

    Pairing polished brand-led imagery with the same creator's first-person narration appears to let a luxury product be both remote and reachable, because the two treatments do different jobs rather than competing for the same one.

  3. 3

    Running distribution across the creator's platforms and the brand's owned channels concentrates a launch into one measurable window, which reads as the reason the reported impressions can be framed against the collection launch rather than a period.

Related Case studies