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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.
This story first appeared in the December 21, 2007 issue of WWD. Subscribe Today.
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.”