Chai Limeade Recipe

18 Sep 2017

It is a classic fashion week power move to stage your show somewhere far away from the central London fashion beat.

But if any designer can pull such a move, it’s Armani. The Italian fashion giant staged his Emporio Armani show on Sunday evening way out in Wapping, in a cavernous Tobacco Dock space.

Armani is known for Milan shows on a grand scale. The first London show for 11 years provided a change in location but the core components remained – rows and rows of seats, slick production and champagne on standby for the afterparty. The show started with playful touches, like the pictures of crab on a vest worn with printed pyjama trousers, and other concessions to the youthful market that Emporio Armani aims at.

The eagle branding on the entrance, on plastic handbags and on T-shirts will be appreciated by a logo-happy generation. There were also what can best be described as Armani-isms: nipped-in jackets in neon green worn with wide trousers, ballroom dancing-style evening dresses in a colour palette of bonbons and pinstripe suiting for the male models. This was a collection with lots of different elements – suiting, sportswear, cocktail dresses, office attire. Perhaps that is the result of the need to tick a lot of boxes.

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