MILAN — Milla, take a step back. There’s not a model or actress in sight in the latest Giorgio Armani and Emporio Armani eyewear advertising campaigns.
The models — two owls — donning Armani’s new Emporio eyewear designs are not likely to grace the glossy pages of any fashion magazine, but are still very much of the moment, if Harry Potter’s pet Hedwig is any indication.
To mark the retail launch of his first eyewear collections produced and distributed by Safilo Group, the designer is taking a daring but humorous step.
“The fashion industry is often guilty of taking itself too seriously,” Armani saidin a statement. “It therefore seems appropriate to launch the first Safilo-manufactured Giorgio Armani and Emporio Armani eyewear collections with ironic advertising campaigns, which will get noticed because they break from that tradition.”
For the Emporio Armani Eyewear fall collection, a male and female owl individually model styles from the new line.The birds were photographed in a studio here by Gabriele Inzaghi.
Armani himself posed for his signature eyewear campaign, shot by David McKnight, with text that reads “Eyewear from Giorgio Armani.” The designer wanted to “emphasize his personal touch [in the collection] and his passion for eyewear.”
For the first time, Armani will investsignificantly in TV and signature outdoor locations rather than just print media for the Emporio campaign. The print ads will appear in publications including The Wall Street Journal, Vanity Fair, The New York Times,Esquire, Corriere della Sera, Le Figaro, The Daily Telegraph and Suddeutsche Zeitung. Both campaigns break this month and run through December. The spokesman said the space amounts to 5.5 million euros, or about $6 million at current exchange.
The fall Giorgio Armani collection features large oval or rectangular-shaped lenses with frames in such colors as violet and cherry. Emporio offers soft, rectangular silhouettes; upswept, round and narrow oval frames, and butterfly-inspired shapes.
As reported, Armani terminated its 14-year partnership with Luxottica over disagreements about the design and the mass distribution of its eyewear lines and signed with Safilo last February. The spokesman said there were no specific sales projections, but “expected volumes to possibly decrease in the first season,” since Armani has reduced distribution. Last year, the Armani license with Luxottica accounted for about $225.3 million, or 7.2 percent of Luxottica’s revenue.The Padova-based Safilo produces eyewear under license for Christian Dior, several Gucci Group brands, Burberry, Polo Ralph Lauren, Valentino and Max Mara. Safilo also distributes exclusive licensed collections for Liz Claiborne, Fossil and Kate Spade, among others.
“What he has done at Vuitton is really exceptional,” said @gameofthrones’ actress Gwendoline Christie on @mrkimjones’ final show for @louisvuitton. “He has rebooted luxury in terms of making it commercial, viable and contemporary. And most importantly artistic. He has never compromised his artistic vision for the sake of commodity.” (📷: @zefashioninsider)
After seeing a demand for men’s wear from its customers, British contemporary women’s wear label @ariesarise has added a men’s wear component and will launch a unisex collection with @mrporterlive. The 20-piece collection includes jackets, denim, logo T-shirts and more with deconstructed ‘90s vibes. Set to launch on January 18, you can shop the pieces on Aries’ website and on mrporter.com. #wwdfashion
“And so spending so much time with a character who thinks like that, inevitability you try and analyze yourself and go back and think about your own demons and dark chapters that you had in your life,” says @thedanielbruhl of his role in TNT’s “The Alienist.” The show, set in the Gilded Age of New York, also stars Dakota Fanning and Luke Evans. Head to WWD.com to read about how 39-year-old Brühl prepared for the role and why he thinks the show is so relevant to today #wwdeye ( 📷: @Eriktanner)
Now that Celine Dion’s collection has topped $10 million in sales, the pop superstar, fashion icon and newly-minted industry player is eyeing growth in Asia. Read the full report by @tiffanyap, link in bio. #wwdnews #celinedion
“My personal philosophy to beauty is paying attention to oneself. I love to be outdoors, lots of fresh air, trying to take care of yourself as best you can. I always notice that comes through,” says Felicity Jones, the global face of @shiseido-owned @cledepeaubeauteus, which launches today. Head to WWD.com to read more about the actress’ love for beauty and how she prepared for her new role in “The Basis of Sex,” playing the young Ruth Bader Ginsburg. #wwdbeauty (📷: @dandoperalski)
Among the familiar faces at @off____white’s show was a surprise figure: Japanese artist @takashipom, pictured here on Wednesday morning. Other show-goers included @jerrylorenzo, who spoke about his upcoming project: a @nike collaboration for back to school, with designs inspired by his childhood on the West Coast. Sitting in the front row were Future, Don Crawley, @miguel and more. See the rest of the photos on WWD.com #wwdeye (📷: Stephane Feugere)
According to @laurentsai, former “Terrace House: Aloha State” cast member, she didn’t know she was auditioning for the Japanese version of “Real World.” “I was telling a couple of my friends and someone’s like, ‘That sounds a lot like Terrace House.’ I was like, ’No it can’t be.’” Turns out, it was. But Tsai isn’t just a reality star — she’s an illustrator who has worked with Starbucks Japan and most recently, she’s dipping her toes into the fashion world. Head to WWD.com to read about her time on the show, modeling and her art. #wwdeye (📷: @danieldorsa)
More changes are coming to New York Fashion Week: Beginning with the spring 2019 collection, @alexanderwangny will move his New York show to June from September, adopting a biannual schedule with collections shown in June and December. Additionally, the @cfda is planning for an official summer/winter fashion season taking place as soon as June and December 2018. Read more about the upcoming changes on WWD.com. #wwdnews #wwdfashion (📷: @slovekinpics)