Plenty of labels stage their autumn shows in Milan or New York. Giorgio Armani and Kith chose somewhere far quieter. On 9 October, as the sun went down over the Agafay Desert just south of Marrakech, the two brands unveiled Dreams of the Dune, the third chapter of their menswear collaboration, and the setting turned out to be the key to the whole collection.
A wardrobe in the colours of the desert
As Vanity Fair Italia reports, the clothes take their cue from the stillness of the desert and its sun-faded shades. The palette moves slowly from black and deep blue into dark brown, burnt earth and leather tones, before lightening to sand, greige, grey and icy white. Kith describes this as a journey from darkness to light, and it runs through the fabrics and the layering as much as the colours.
Kith founder Ronnie Fieg worked with the Italian house’s familiar codes: deconstructed tailoring, soft shoulders, relaxed volumes and the distinctive closures at the neck. The standout pieces are outerwear, including a belted shearling jacket, a two-tone leather utility jacket and a suede blouson. Materials range from leather and suede to silk, cotton, viscose, virgin wool, cashmere and pure hemp, while leather goods, travel pieces, small accessories and eyewear complete the look. Speaking to British GQ, Giorgio Armani’s Leo Dell’Orco said the inspiration came from the desert’s suspended atmosphere and from the film The English Patient.
Why Morocco, and when to shop it
The partnership began in 2024, and last year’s summer chapter looked to resort destinations. Marrakech has deeper roots for the house, too: GQ notes Giorgio Armani’s own trips to the city from the late 1980s onwards. Dreams of the Dune launches on Friday 16 October at selected Giorgio Armani stores and all Kith stores, and online from 11am on Kith.com and the Kith app, timed for New York, London, Paris and Tokyo. A Giorgio Armani and Kith edition of the ASICS GEL-MAI 0.1 trainer will be sold only through Kith.
Borrowing the palette
Those warm, sun-bleached tones work just as well in jewellery. Our men’s rings, including men’s peridot rings, sit easily with suede and shearling, while honey-coloured citrine pendants and deep garnet rings echo the collection’s burnt-earth shades. For layering, browse our full range of bracelets.
Sources: Vanity Fair Italia, Carlotta Lentini, “Giorgio Armani e Kith: insieme, nel deserto, per presentare Dreams of the Dune” (13 October 2026); Kith, “Giorgio Armani & Kith: Dreams of the Dune Runway Show” (12 October 2026); British GQ, “Giorgio Armani x Kith took its third show to the Moroccan desert” (13 October 2026); FashionNetwork, Laura Galbiati (13 October 2026).
