Home>News>Runway>Giorgio Armani chooses the dynamism of London to present the Emporio Armani Spring Summer 2018 collection

Giorgio Armani chooses the dynamism of London to present the Emporio Armani Spring Summer 2018 collection

by Giovanna Fusco
Giorgio Armani has decided to present this year’s Emporio Armani Spring Summer 2018 collection in London, in the space of the Tobacco Dock, former tobacco warehouse.

This city is a place of ferment, invention and great possibilities: to start right here the new Emporio route is strongly symbolic. London, with its dynamism and cultural livelihood is of great inspiration and I am happy to be able to consolidate the strong link with the British public,” said Giorgio Armani.

Emporio Armani Projection (Photo by SGP)

The occasion brought by the designer in the British capital is the reopening of the Emporio Armani of New Bond Street, located at 51-52 of the shopping street in the West End of the city, completely restored with a modern, light and fluid concept. Here you will also be able to buy the capsule collection made in partnership with the British Fashion Council, which allowed three young students from the BFC Colleges Council, Boyeong Lim, Dimitry Gotsfrid and Kameel Kayam Shahijhan, to create three iconic Emporio bosses from the British touch: the bag, the jacket and the sneakers. For the event, Emporio Armani Magazine number 19 was published, a magazine that in the 1980s and 1990s represented a new form of communication. The magazine will be available at selected Emporio Armani outlets in the world and in Armani/Silos in Milano.

A collection, therefore, that of Armani, made of essential design dresses and soft colors, to be superimposed and combined to fit any occasion. The keyword is without a doubt “freedom”, expression, being and playing with fashion, never forgetting beauty. To highline Emporio Armani’s link with the city, more than 700 vehicles, including taxis and buses, have been personalized with images of the new advertising campaign and on Friday the London Eye and Country Hall were illuminated by a projection of the Emporio Armani brand.

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