The DJ-turned-model trend continues with Martin Garrix, who in July announced that he’ll be the face of the Fall 2017 collection at Armani Exchange. And from the looks of an upbeat new promotional video the fashion retailer released Monday (Aug. 14), the “Scared To Be Lonely” producer is enjoying his new role.
Garrix dances through confetti, plays with binoculars and magnifying glasses and tries on a variety of sporty clothes in the video posted on Armani Exchange’s official Twitter account — all soundtracked to Garrix’s “Make Up Your Mind” collaboration with Florian Picasso. The company’s branding effort hinges on the tagline “new energy, same spirit,” and also includes a women’s line partnership with model/actress (and recently, singer) Cara Delevingne.
Garrix isn’t the first dance music superstar to moonlight in modeling. Fellow producer Diplo signed with Next Model Management in May, and Calvin Harris has been killing the men’s underwear modeling game since 2015.
Check out Garrix’s turn behind the camera, below.
.@MartinGarrix‘s disruptive energy shines through in the new #axfw17 campaign.https://t.co/P7CI5Ipw7y pic.twitter.com/1uPeDh7DmP
— Armani Exchange (@ArmaniExchange) August 14, 2017