GIORGIO’S KIDS: The Giorgio Armani Group has made its debut at Pitti Bimbo, Florence’s three-day international trade show kicking off today, dedicated to children’s wear, with its Emporio Armani Junior line.
Established in 1982, the label, formerly known as Armani Junior, went through a re-branding phase following the reorganization of the group’s portfolio, which comprises the Giorgio Armani, Emporio Armani and A|X Armani Exchange lines. Armani Junior was never showcased at Pitti Bimbo.
In keeping with the re-branding strategy, Emporio Armani Junior, which dresses boys and girls aged 0-16, debuted at Pitti Bimbo a collection that reflects the same contemporary, urban and effortless chic aesthetic of the Emporio Amani main line.
Channeling the “mini-me” trend, the brand’s iconic blazers, suits and dresses, as well as the graphic prints, were reproportioned and revamped to meet the needs of the youngest generations of Emporio Armani’s fans.
Along with a range of more daily pieces, the collection also includes formal attire for special occasions, as well colorful swimwear.
Earlier this month, the Giorgio Armani Group chose another fair organized by Pitti Immagine, men’s wear trade show Pitti Uomo, to celebrate the relaunch of its A|X Armani Exchange contemporary brand.