Giorgio Armani is celebrating the 40th anniversary of Emporio Armani with an exhibition and a wide-ranging communication campaign.
In this milestone year, the Olympics and Paralympics in Tokyo brought an extra dose of attention to the EA7 Emporio Armani collections, which were worn by the Italian teams, whose athletes won 40 and 69 medals, respectively.
Here, Armani, without nostalgia, discusses the past, present and future of the brand which, like his company, he believes should remain firmly independent.WWD: The title “The Way We Are” looks at the present, not at the past. Do you believe the exhibition is not only a representation of the brand’s past through the years but it is also a reflection on its values today?The exhibition is imagined as a manifesto.
WWD: In 2017 you decided to introduce a new strategy, streamlining your group’s portfolio of brands, but you maintained Emporio Armani, clearly a sign of confidence in the label. What was the reasoning behind the move?It was not only a sign of confidence in the brand, but I was certain that the free identity of Emporio was necessary to balance the Armani world. I’ve always believed in a careful diversification, and in Emporio I could channel the more transversal product, maintaining my style.
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