Giorgio Armani is making us tick again. The brand has launched its new “New Normal” campaign for spring/summer 2016, featuring four legends of the ‘90s supermodel generation, Nadja Auermann, Yasmin Le Bon, Stella Tennant and Eva Herzigova. It’s ‘90s fashion, ‘90s models, and Armani in addition to that, a mixture capable of blowing up your mind! Even if you were born in the 2000s or don’t remember anything from the ‘90s, this campaign will still make you wish you lived those awesome 10 years to the fullest.
Let’s start with the basics. The Giorgio Armani spring 2016 campaign is very classic. Just as other brands and designers are putting out the latest trends like the ‘70s vibe, print dresses, and wide-legged pants, Armani’s new video tops it all! There are no trends here, because trends pass over time. We all know the skirt you’ve paid $100 for today might not be wearable next year. What we see in Armani’s campaign is standards of beauty, style, strong femininity, and those almost never pass in a lifetime.
The brand has combined its forces with German photographer Peter Lindbergh to create a very elegant and sophisticated campaign. All in black and white!
Armani is betting on the classic looks that you can wear for “everyday life.” And of course, in Armani’s vocabulary, everyday does not mean baggy sweatpants and a T-Shirt. It means soft and flowy white shirts, blazer jackets, suits, and all made from fabrics that are a pleasure to touch.
As the Giorgio Armani spring 2016 collection is made for comfort (because that’s how we like to take our “everyday”), the styling and poses are also very relaxed. No heavy makeup, in fact, if you look closer you’ll notice the wrinkles on the ‘90s supermodels. The makeup evolution of covering and changing every facial feature is a recent trend, ‘90s were much cleaner.
Hair styling is also very laid-back. Unlike the makeup, we are not sure if hair styling was heavily inspired from the ‘90s. There are hints of the highlighted decade, but the overall execution is very modern. Messy updos and curls are just what you need to look fabulous and start your day easy.
That’s how you feel in Armani. You don’t have to undergo a makeover every single morning to look at your best, it’s enough to just put on Armani, style that hair into a messy bun and you’re ready for a Milan Fashion Week runway.
Revealing more about how the campaign came to life, Armani said, “For this campaign, I wanted four iconic women with strong personalities to show that feminine beauty is ageless. I chose Peter Lindbergh, with whom I have collaborated several times, because his photographs are timeless and are true to real life. I wanted to convey a sense of reality, of clothes that offer natural elegance and the normality of everyday life.”
Well, we can see the timeless appeal the campaign has. It could be equally successful both in the 1990s and in 2090s. A natural, normal, effortless beauty that lies within all of us, let it come out, whether you’re wearing Armani or nothing at all.
Photos courtesy of Giorgio Armani