MILAN — When flying into Milan’s Linate Airport, one can hardly miss the imposing Emporio Armani billboard above the Hangar — a fixture at the venue since 1996. Giorgio Armani is leveraging this visibility by holding the coed spring 2019 show for that brand at the Hangar on Sept. 20. This is the first time a fashion show will be held at that site.
Fittingly called Emporio Armani Boarding, the show is scheduled for 9 p.m. and will be followed by a concert headlined by an undisclosed artist.
“The airport is a location that has a great symbolic power: without barriers, it represents the opening toward the outside, a projection into the world,” explained Armani. “It’s a starting point to understand and discover, and to which one returns after having lived countless adventures.” The designer said the idea of organizing the event in the location crowned by the brand’s unmistakable eagle logo was fitting, as it is the “iconic image that accompanies and welcomes the thousands of travelers departing from or arriving in the city. It’s a perfect space for Emporio Armani, which has an adventurous and free spirit and thus reaffirms its essence with its contemporary language.”
With the goal to infuse a democratic spirit to the show, Armani is opening it to 2,300 people. Nonprofessionals will be able to have access to the event through a special contest. The first 100 selected individuals, who will succeed in collecting special stamps in a passport created for the game, will be able to attend the show with a guest.
Billboards and the personalization of the Linate Airport, trams and buses in Milan will help build up to the event. For the occasion, the company created a special Emporio Armani Boarding capsule collection that includes sweatshirts, T-shirts and accessories available starting Sept. 13 in Milan and then in main Emporio Armani flagships in the world and on armani.com.
The hashtag #EABoarding will allow fans to take a backstage look at all the activities connected to the event, and the show will be live-streamed on @emporioarmani on main social networks.
Emporio Armani was launched in 1981. In February of last year, Armani, who not only owns his fashion house but is also its chairman, announced he was planning to focus on the Giorgio Armani, Emporio Armani and Armani Exchange labels, effective with the spring 2018 season. In this context, the Armani Collezioni and Armani Jeans brands have been integrated and merged into the Emporio Armani and Armani Exchange lines, respectively. The goal is to strengthen the brands and maximize their potential in an increasingly competitive and changing market.
While traditionally showing at Armani’s theater in Milan, Emporio Armani exceptionally decamped to Paris and London, in 2016 and 2017, respectively. In Paris, the spring show marked the renovation of the brand’s boutique and cafe in the heart of Paris’ Saint-Germain-des-Prés. In September last year, the designer showed Emporio in London, to celebrate the newly refurbished flagship on New Bond Street, hosting a party where Ellie Goulding and A-ha performed, and showcasing the work of young London talents at his spring 2018 runway event.