Giorgio Armani Unisex Capsule Collection
The Italian House adds a new chapter to fashion's growing trend. By THE FALL.
As photographic locations go, the urban streets of London rank up there among the best of them (see Burberry’s latest spring 2024 campaign). The good folks behind the new Giorgio Armani unisex capsule collection no doubt recognised that potential when they selected them as the setting for the accompanying campaign to tie in with the launch. Now available exclusively at a pop-up in Selfridges, the latest chapter in the story of the famous Italian House offers “a modern notion of gender-fluidity” for all of fashion culture this winter.
Here, relaxed yet chic and sophisticated comfort are the keys to unlocking Armani’s treasure chest of stylish urban living. The collection itself consists of suits in classic and oversized cuts, cashmere coats, understated shirts and knitwear in versatile colourings. All of them are interchangeable between men and women to make the morning routine just that little bit more interesting.
The fluidity of purpose is emphasised in the campaign images. Stark metal surfaces and tall stories of glass reflect the contemporary modern sharpness to the tailoring. Inspiration is lifted from the exaggerated silhouettes of 80s city traders, while classic Armani accessories are also added to the heady mix to create an intriguing interplay between ease and precision.
The capsule furthers the proposition of simplicity and non-conformity that has been influencing the catwalk and the high street more and more in recent years. Many might argue that Armani has been at the forefront of this trend for decades already, pioneering masculine shapes in women’s tailoring at the same time as softening the edges for men from the earliest of collections. In this sense, this new capsule is indeed just the latest chapter in androgynous creativity to be written at the Milan HQ. Soon to be available at both Selfridges and the Giorgio Armani flagship store on Sloane Street (from December), modern life just became easier to dress.
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