The second time’s a charm?
Giorgio Armani has decided to “exceptionally” hold his Emporio Armani spring 2017 fashion show in Paris. The designer said Wednesday that the restyling of the brand’s boutique and its Caffé on Boulevard Saint-Germain-des-Prés provided “the opportunity to rethink the location and timing of the show.” The company is finalizing details on the date and the location.
The boutique, which is being redesigned with a new, site-specific concept, opened in 1998 and was restyled in 2004 with the addition of the café.
Armani had planned a show in Paris in 1998 to mark the opening of the store, followed by a party to launch new men’s and women’s Emporio Armani fragrances. However, the show was abruptly canceled by the Paris police, which shut down two elaborate tents that Armani had erected in the middle of the Left Bank. Although the police cited “security reasons” for the cancellation, almost immediately the act appeared to be spiteful and there were charges that Armani was the victim of xenophobic prejudice and French chauvinism. There were also suggestions that Armani might have been caught in the crossfire of local politics on the eve of regional elections. The entire evening, which had been planned for three months, was estimated to cost close to $1 million, financed both by Armani and L’Oreal, his perfume licensee. The designer eventually moved the show to New York.
In 2006, Armani exited Milan Fashion Week’s calendar to show the Emporio spring 2007 collection in London for the first time as part of what the designer called a “unique fashion music event.” It was held to mark the launch of the Emporio Armani Product Red line, with a portion of gross profits of the collection channeled in support of the Global Fund to Fight AIDS in Africa. The Product Red initiative was cofounded by Bono and Bobby Shriver. The designer showed his fall 2006 signature and Privé collections as part of the event. Also on that occasion, the show marked the reopening of London’s Emporio Armani flagship and café on Brompton Road.