MILAN — Beyoncé Knowles gave La Rinascente's flagship here a pre-Christmas shimmer on Monday during a personal appearance for Emporio Armani's new scent called Diamonds.
Dressed in a red satin Giorgio Armani dress and glittering black heels, Knowles — the star of the fragrance's advertising campaign — strolled into the store on the arm of the designer to cheers and screams from the crowd of 1,200. "This is amazing," she said after surveying the mass of fans — some of whom had waited since the morning — that spilled out to the streets and crammed the area overlooking the accessories floor.
After a photo shoot with Armani, Knowles signed flacons of Diamonds for customers for about an hour, flanked by video screens that played the scent's commercial. Her appearance drove sales of more than 200 pieces of the scent, La Rinascente stated.
Knowles said a snowstorm in New York delayed her flight to Milan, but she was able to meet with Armani briefly before her appearance and he gave her an early Christmas present.
"It's a beautiful watch with diamonds from his Giorgio Armani Borgo 21 collection," she said. "He always is so generous."
She added, "And we also got a chance to talk about the next print campaign for the perfume."
Following her appearance at La Rinascente, Knowles took a flight directly back to New York, but the singer was headed to her hometown for Christmas.
"I'm going to my mum's house in Houston, she's cooking," Knowles said. "It will be a cozy Christmas. I've been on tour for so long I'm looking forward to it."
Breaking: @cushnieetochs’ co-founders @carlycushnie and @ochsmichelle are parting ways. After a 10-year run, Ochs is leaving the brand. Get the full story on WWD.com – link in bio. #wwdnews #wwdfashion
@maybelline’s Kanako Takase had snow bunnies in mind when creating the beauty look for @philipppleininternational. Playing off of the bedazzled snowboards in the collection, Takase mixed two highlighters together for a luminous sheen. #wwdbeauty #nyfw (📷: @jilliansollazzo)
“There’s a huge gap between the old way of doing things and today. It takes the youth to help evolve that. You have to count on the kids today to help lead you into the future. A lot of these retailers are stuck in the past. Communication is the biggest thing,” said @ronniefieg of @kith on the youth’s role in retail. On Monday night, Jeff Staple moderated a keynote session with Fieg and @syresmith at Assembly - a series of workshops, talks and keynotes addressing topics or issues in the apparel industry. Head to WWD.com to read more advice from Fieg and what Smith thinks of his dad @willsmith’s Instagram account and sustainability (📷: @weston.wells)
@joansmalls closed the @michaelkors fall 2018 show in black sequined pants and a varsity T printed with 19 on the front and 81 on the back. 1981 – the year Kors went into business. #wwdfashion #nfyw (📷: @giovanni_giannoni_photo)
“You think your life is going to be a certain way, and nothing you thought would happen ends up happening. Never in my wildest dreams did I think I’d be designing clothes and working with Mickey Drexler, and building something I’m deeply proud of,” said Jenna Lyons. Nine months after leaving @jcrew, Lyons is exploring the meaning of happiness. Read the interview, where Lyons talks about reinvention and more on WWD.com – link in bio. #wwdfashion (📷: Farrell) #jennalyons #jcrew