MILAN — First the furniture, now the loungewear.
This story first appeared in the September 25, 2002 issue of WWD. Subscribe Today.
A few weeks after the introduction of Armani Dolci candies, Giorgio Armani is launching a line of clothes to wear at home — perhaps to help indulge in those sweet, relaxing moments. Armani Homewear will be introduced in the new Armani Casa store, which, as reported, will open Friday here. “Armani Casa’s concept is about a lifestyle at home,” said Robert Triefus, the group’s corporate vice president of worldwide communications. “This is a lounge collection, almost a sportswear line. The idea is to provide something to relax in at home, once you’ve shut the door.”
Armani Homewear includes tunics, pajamas, dressing gowns and velvet ankle-length skirts. The jewel-inspired palette ranges from ruby and emerald to sapphire and jet. Triefus said the line can be considered unisex, also featuring cashmere leisure suits, drawstring trousers and slim jackets with mandarin collars. And for the feet? A selection of mules and slippers.
The collection will eventually be available at the six freestanding Armani Casa stores around the world. Retail prices range from about $150 to $1,000.
The Casa store in Via Durini — the former Emporio Armani space — also carries exclusively a small selection of items handpicked by Giorgio Armani during his trips around the world: vases with reptile and shark skin, silver jewels, antique brass cachepots, candles with a craquelet finish and table centerpieces, among others. Prices for these items range from $50 to $1,000.
The 9,500-square-foot store is on two levels, with the first floor dedicated to “living and dining,” and the second to “nighttime” and the Homewear and the designer’s select items. The store features Pietra Serena limestone floors and white tinted walls that contrast with lit Plexiglas and aluminum full-wall displays.
Armani Casa was launched two years ago.