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Translated by
Nicola Mira
Published
Sep 9, 2020
Reading time
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Behind-closed-doors Giorgio Armani show to be broadcast on Italian TV

Translated by
Nicola Mira
Published
Sep 9, 2020

The next Giorgio Armani catwalk show will be held behind closed doors. The Italian couturier has decided not to take any risks, given the current health situation and the resurgence of the Covid-19 virus. The Emporio Armani menswear and womenswear collections for the Spring/Summer 2021 will be presented in digital format, while those for the label's main line, Giorgio Armani, will be the subject of a live broadcast on Italian TV channel La7.


Giorgio Armani - Courtesy of Giorgio Armani

 
“Given that the pandemic’s current status does not sadly allow for catwalk shows to be staged in the customary fashion, the designer has chosen two different ways of presenting our collections, both without invited guests,” said Giorgio Armani in a press release.

Last February, Armani had been one of the first designers to decide not to stage a public event, holding a show behind closed doors as the Covid-19 epidemic was spreading in northern Italy. This was despite the fact that the Paris Fashion Week, which followed Milan’s, was set to be held as normal.

This season and for the first time, the Italian luxury label will broadcast the Giorgio Armani show on television. The 40-minute prime-time broadcast is scheduled for Saturday September 26 on the La7 channel, and also on Armani.com, on the label's social media channels and on the website of the Italian Fashion Chamber (CNMI). 

“The designer has taken this decision so that the show, which will be recorded behind closed doors, can be appreciated by an extensive audience,” said Giorgio Armani.
 
In an interview on Sunday with Italian daily paper Corriere della Sera, Armani explained that “it was an instinctive choice, born of the need to hold a conversation with the public.”

He added that “this isn’t a direct challenge to the web, but a demonstration that there is an alternative to digital formats.”
 
The label has instead chosen to unveil the new collection of its young line, Emporio Armani, in virtual fashion. A special video, filmed at the label's Milanese headquarters, will be broadcast on Thursday September 24 at 11.30 am CET on emporioarmani-buildingdialogues.com (the project’s dedicated website), on the label's social media channels and on the CNMI website.

“The clothes will be worn by models as well as by young actors, musicians, dancers and other representatives of different domains that are connected to the brand's vast community,” said Giorgio Armani.

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