In our time, marked by Instagram stories and TikTok, what consumers ask for is entertainment with a twist of good experience. Give them something new to watch, to touch, to taste. Give them the chance to add some experience to their personal backgoround and you’ll have a winning event.
The fashion shows are then arranged according to it: some designers like to add fragrances and striking music, some others want to focus on the location, and some others again serve us ad hoc events as a side dish. Giorgio Armani chose this way for his Pre Fall 2020 collection. The fashion show, held at the Armani Theater (speaking of spectacular location), was preceded by the opening of the Accent of Style exhibition which, in the minimal rooms of the Armani Silos in Milan, shown to Armani’s guests the jewelry produced by the Maison in forty years of work. Thus, the public was able to grasp the history of the Maison in one single, beautiful shot, jumping from one jewel to another, in a profusion of colors, spectacular designs and precious stones.
All images here by Alessandro Lucioni c/o gorunway.com
The Pre Fall that followed the opening - and the launch of the brand's first high jewelry collection - is a fresh and dynamic one, in full Armani style. The brand always tried to give space to the freedom of women, in all its forms and in all its transformations. This last collection is the maximum point reached so far and it is no coincidence that it is called Transformism.
From morning until evening, passing from the office to the drink with colleagues, the Pre Fall 2020 offers elegant and minimal suits, made out of different fabrics and colors, that give movement and refinement to impeccable silhouettes. All the outfits are the expression of a self-confident woman, and this is reflected in every detail. Giorgio Armani's career in fashion began 40 years ago and still goes freshly. The goal is always the same, now as then, as are the values of the Maison: to dress a modern and indomitable woman, with strong roots and the will of reinvent herself every day.
words by Giulia Greco