MILAN — There's going to be another empty slot in Milan's Fashion Week calendar in September — and it will be left by none other than Giorgio Armani, who has decided to hold his spring 2007 Emporio Armani show in London for the first time.
Emporio Armani will show on Sept. 21 at a location to be determined. London Fashion Week runs Sept. 19-22. The brand is the second to leave here for another European city after Miu Miu departed for Paris last season.
In a statement, Armani said the show will be part of a "unique fashion music event" to mark the launch of the Emporio Armani (Product) Red line from Emporio Armani, a capsule collection of clothing, accessories, eyewear, watches, jewelry and fragrances. During the event, which will be televised, Armani will also show his fall 2006 Privé couture collection and signature ready-to-wear line.
"London is in many ways the world's most cosmopolitan and influential city, as it has become a crossroads for so many of today's cultural references, including contemporary art, architecture, the performing arts, literature, food, music, film and fashion," said Armani in the statement.
Giorgio Armani SpA will donate 40 percent of its gross profits from sales of the (Product) Red collection directly to the Global Fund to Fight AIDS in Africa. The (Product) Red initiative was cofounded by Bono and Bobby Shriver as part of the Global Fund and is aimed at channeling private-sector money into the fight against AIDS in Africa. Emporio Armani is one of the five partner brands, along with Gap and American Express, participating in the initiative, which was launched last December at the World Economic Forum in Davos, Switzeerland.
The show will also mark the reopening of London's Emporio Armani flagship and café on Brompton Road. The store opened in 1988 and has been extensively refurbished.
"The new façade is striking and can be lit up at night," said an Armani spokesman. "That road is the main entry point to the city from Heathrow airport."
The spokesman said Armani is planning an aggressive advertising campaign on buses, outdoors and in the press to highlight the event.
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