EMPORIO ARMANI is celebrating its 40th anniversary. To commemorate this milestone, we are pleased to announce four projects.
The first is a digital campaign that started on September 24, 2012, with the claim "THE WAY WE ARE." The seven people appearing in the movie are Airu Kubozuka (actor), MIU (model), YAMATO (model), Saki Nakajima (model), Momogai Nanbu (makeup artist), Yuto Takeuchi (artist, singer), and Shararajima (model, writer). All of them were young people who were not even born when the brand was born. The selection of these people is appropriate for Emporio Armani, whose motto has always been to "capture the present.
Kubozuka Airyu (Actor)
MIU (Model)
Saki Nakajima (Model)
YAMATO (Model)
A short movie of the digital campaign with the theme "THE WAY WE ARE."
What is unique is that in addition to the looks prepared by the brand side, the wearers are shown wearing the clothes they themselves selected and put on their sleeves. This is based on Giorgio Armani's belief that "brand communication should always be a two-way relationship, not a one-way street. This sentiment was also reflected in the movie presentation, which was decorated at key points with photos taken by the wearers using iPhones and disposable cameras.For more information, check out this special site.
The first coordinate worn by Tadato Takeuchi was selected by him. From top: Blouson ¥212,300, Knit ¥47,300, Pants ¥104,500, AirPods case ¥20,900, Sneakers ¥64,900
This coordination is provided by the brand. Blouson ¥187,000, Pants ¥55,000
The second is "THE WAY WE ARE," a retrospective of Emporio Armani's work currently being held in Milan. Curated by Giorgio Armani himself, the exhibition is a 360-degree experience that allows visitors to immerse themselves in 40 years of history, both physically and mentally.
A view of the retrospective exhibition currently being held at the Armani / Circe event space in Milan.
The third is a reprint of "Emporio Armani Magazine. This is an owned and operated magazine published in 1988, which is also a strong collector's item. As in the past, Giorgio Armani was the general editor, and his own sister Rosanna Armani directed the publication. With contributions from creators from around the world, including artist Mimmo Palladino and F1 pilot Carlos Sainz, the magazine is more than just a fashion catalog. In Japan, the magazine will be sold at the Daikanyama Tsutaya bookstore.
The 20th issue, created to commemorate the brand's 40th anniversary, features fashion stories by six photographers and contributions from creators around the world.
And last but not least, the Spring/Summer 2022 collection was presented in September. To celebrate the anniversary year, the company decided to step out for the first time in a year and a half for an attended show. The words "40YEARS" were displayed on the monitor at the show venue. This season's collection, based on the concept of "Elsewhere," featured a noble color palette of beige and glaze, light and transparent fabrics, and Armani's signature deconstructed silhouettes. The deconstructed silhouettes that symbolize Armani were eye-catching. Elsewhere" - a collection that stirred up the desire to travel.
The 2022 Spring/Summer Collection was presented in Milan in September. The words "40YEARS" were displayed on a monitor at the venue, and the show began in a festive mood.
The keyword for the four projects was "THE WAY WE ARE. This phrase, which can be translated into Japanese as "the way we do things" or "the way we are," is emblematic of Emporio Armani. This is clearly expressed in Giorgio Armani's comments on the occasion of the retrospective exhibition "THE WAY WE ARE.
（Emporio Armani is a container where everyone can find something, interpret it in their own way, and make it their own.
The full text of the message is as follows
Emporio Armani was born in 1981, far ahead of its time. I saw the brand as a new trend, an experimental line that would introduce fashion to everyone. It is a container where everyone can find something, interpret it in their own way, and make it their own. Today, it is a dynamic expression of my style concept, and it has not lost the initial spirit of individuality and community, of research and freedom. Emporio Armani has always been a brand firmly rooted in the contemporary world, because it reflects and captures the energy and vitality of the metropolis and its beats, offering an experience composed of clothes, accessories, and ideas."
Text_Kei Takegawa
