Everyone has a different story, everyone wears Emporio Armani. The Emporio Armani Spring 2018 ad campaign features non models from all over the world.

The images were shot in Milan by young photographers Ben Weller, Mark Peckmezian and Pawel Pysz.

Of different ages, different jobs and from different parts of the world, the real star is their attitude, their way of being: independent and free in their interpretation of different styles, from formal to sporty, each according to their own personality.

The campaign falls in line with growing trends surrounding personalization in the fashion and tech industries. Each model is able to be their own person in the ads, showcasing how consumers can style the clothes in their own way. It also makes sense in the context of influencer-driven media dominating fashion today, allowing customers to connect to individuals who are more relatable and accessible.

Go through the streets of Milan in this behind-the-scenes campaign film.