Giorgio Armani has unveiled his new womenswear line which he's dubbed the New Normal. The models have been dressed in a wearable collection which offers sophisticated sportswear.
Modeling the collection are Eva Herzigova, Stella Tennant, Yasmin Le Bon and Nadja Auermann, all whom are past 40 years old. Armani has decided to market and reflect this collection to the demographic who are more likely to afford the clothing. A demographic that the fashion world usually ignores.
"I wanted to create essential and concise pieces that summarise 40 years of style that have defined the test of time," Armani said, "because I found ultimately, there weren't any 'normal' clothes- and by normal I mean not... obvious."
The collection gives a Celine or even Cos vibe to it, a lot more wearable for the 'everyday' woman who can afford the pieces and likes to invest. It will be interesting to see how well this collection sells and who are the people buying it. Will this campaign give the slightly older generation the push to shop at Armani?
No comments
Post a Comment