Italian designer Giorgio Armani is showing his upcoming Emporio Armani spring 2017 fashion show in Paris, exceptionally favoring the French capital for just one runway show. Armani’s other brand, namely the Giorgio Armani collection, will still be featured on the Milan Fashion Week schedule to the pleasure of those who always look forward to his shows in Milan.
Such a decision may surprise many of you, but doesn’t come by chance at all. The designer’s choice of venue for his younger label’s runway show is rather a well thought-out change, as it coincides with another important, exciting event.
“This season, exceptionally, I have decided to present the Emporio Armani collection in Paris. The renovation of the Emporio Armani Paris store and Café in Saint-Germain have given me the opportunity to re-think the show’s venue and date,” the legendary designer told WWD.
It is not the first time that Giorgio Armani has tried to move one of his runway shows to Paris, although it is (probably) going to be the first time he will manage to actually show his collection at the Paris Fashion Week. Back in 1998, when the Emporio Armani Paris Store was inaugurated, the Italian designer decided to celebrate it with a party and, an exclusive Giorgio Armani show.
Because of ‘security reasons’, the show and the party were offhandedly canceled by the Parisian police, which also had to shut down the tents Giorgio Armani had nicely built for the show. As reported by an article of The New York Times written in March 13th of 1998, however, the story looked different from Giorgio Armani’s side.
“Although the official reason was security problems with the tent erected in the Saint-Germain-des-Pres area, the Italian designer suggested that the real reasons were chauvinism, politics and the inability of the French to face up to a changing, global world. ‘This is a war between the French and the Italians — but I like war,’ said Mr. Armani, who will now restage the banned show in New York during the American collections next month.”
Scheduled for the 3rd of October, the Emporio Armani spring 2017 runway show + the store reopening is a great opportunity for the luxury house to lessen the distances between its aesthetics and the younger French audience. The 1200 m2 store, which closed in January for the make-over, will be entirely renovated under a new, more captivating concept, and is going to be strategically important for the label’s sales.
As for us, we truly hope everything goes according to plan, this time around!
Photo courtesy of Zimbio