The Armani master, who celebrated his 90th birthday in the summer and next year plans to celebrate the 50th anniversary of the founding of his own empire, continues to work at the right pace and maintain his brand. “Change in order not to change,” said the press release for yesterday’s program.
The spring-summer 2025 collection consisted of more than 100 looks, including men’s looks. Armani took as a starting point images from Emporio from the 1990s. We saw two-piece trouser suits with bows and knitted blouses fastened with snaps (they were paired with balloon skirts); dresses whose tops looked like suit vests; trousers tucked into boots and out; short V-neck vests and polo shirts with buttons. Men wore jackets with decorative flowers on the lapels and belts with a flagellum (or several thin belts at once); loose trousers of all stripes (the trousers of some of them can be made narrower with a zipper). The men’s part of the collection clearly echoed the men’s collection shown in June.
Accessories included round sunglasses, suede handbags, head scarves, wide bracelets and large earrings, and footwear included low-soled boots and ties, strappy ballet flats and loafers.
After the show, Armani organised a party in honour of the reopening after 6 months of reconstruction of the large Emporio Armani store on Via Manzoni, below the Armani Hotel. For the maestro the event is extremely important. “Over the past twenty years, we have seen the progressive proliferation of digital technologies in all areas and many things have changed, including consumer habits. However, I believe that physical stores provide a unique, irreplaceable multi-sensory experience, with the added value of human contact, something that the virtual world lacks. A physical store offers customers the opportunity to touch, taste and immerse themselves in the brand’s lifestyle. It complements the digital sphere and can never be replaced by it.”
