Emporio Armani runway Spring Summer 2018 | London fashion week| Full fashion show
#LFW #SS2018 #fashion
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Giorgio Armani came to London last night and occupied a vast venue at Tobacco Dock on the River Thames. The occasion was to launch the opening of a new Emporio Armani store on Bond Street. Counterintuitively, London has been at the center of a fashion retail boom since Brexit raised its ugly head. For now, nothing has technically changed except the value of the pound against the dollar and euro—it has plunged in the past year. So, London is an enjoyable place to shop (at a better price, if you're not British) and take in the incredibly mixed artistic culture of the city, which still has an unrivaled reputation in Europe as a hotbed of fashion and youth. Go to Portobello Road on a Saturday morning and it's quickly apparent that the market is a year-round Italian tourist destination.
A visit from the European Emporio cousins made sense, then (Versus Versace and Tommy Hilfiger transplanted their shows to London for the season as well). Armani's second line is, of course, huge and comprised of menswear, womenswear, and accessories. It's also a broad-brush brand—day to evening, workwear to casual wear. His runway show reflected all of that.
There were gray pinstripes for the boys, pastels for the women; a smattering of retro ’80s pop-prints (crabs and shells) vaguely reminiscent of the Memphis years in Milan; and an emphasis on athleisure. From the women's point of view, the highlights were Armani's takes on androgyny—the style he practically coined for women over 30 years ago. With this show, he completely nailed the subject of chinos, the crossover item of the season, seen on both women’s and men's runways this summer. The variations of cut—wide and pleated, cargo-pant style, with turn-ups and without, with flats or with heels—provided a complete how-to-wear guide for the category. That was smart. Few womenswear companies bother to develop trousers these days and well-cut chinos are next to impossible to find. Emporio Armani is one brand that has that sorted that out. It will be a woman-magnet at Bond Street—and all over the world.
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