On our minds: the new normal

Posted in Style
by adakallgren on 2 February, 2016

Here's Giorgio Armani’s second capsule collection made up of classic wardrobe staples.

On our minds is “The New Normal”, Giorgio Armani’s second capsule collection made up of classic wardrobe staples. Part of the namesake main line, the Italian cult designer means that the range is inspired by and designed for women who are not dictated by trends but by an attitude. To visualise this sentiment, the collection was captured in a shoot by Peter Lindbergh with barely-retouched mature classic beauties (including Eva Herzigova and Stella Tennant). The timing of the presentation (during the midst of the couture shows) and the fact that the collection was available to purchase in store on the same day as the ad campaign was unveiled suggests that the season-fatigue might be spreading also amongst the most established players. Read more here.


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