Saturday 21st September

| BY Dino Bonacic

Giorgio Armani Re-Launches La Prima, His First Ever Bag Design Embodying 1990s Minimalism

Looking back is as crucial for progress as it is pushing forward. And Giorgio Armani knows it. Coinciding with his SS20 show at Milan Fashion Week today, the legendary Italian designer is re-launching La Prima, his first ever bag design dating all the way back to 1995. These were different, perhaps simpler times – without Instagram or any other form of social media. The focus was more on function, and less on the frivolities of clothes. Neutrals and monochromes came in place of neons that ruled the catwalks the decade prior. Mister Armani was getting into the groove as his cerebral way of dressing men and women became the pinnacle of style. In the height of success, he brought out the ultimate bag that, with its shape and style lines, still defines the era. You don’t really need more than a quick scroll down Instagram to realise that 1990s fashions are seriously back. Have you seen all those Carolyn Bessette-Kennedy fan accounts?

Soft oval cuts, a smooth flap and a strap that’s just about the perfect length so you can grip it while holding it on your shoulder as you power-walk through the town… La Prima brings all that minimal goodness of those times, now revisited with the high technologies that re-position the meaning of “Made In Italy.” It comes in a wide range of colours, and is available in delicate vegetable calf as well as the fine palmelato calfskin – perfect for the everyday hustle and bustle. There are also the evening-versions, coming in patent leather, silk satin, as well as exotic skins. The absolute pinnacle of the re-launch – a tortoise-print patent leather one. Why not, right?

The Giorgio Armani La Prima bag is available to shop online and in selected stores.

armani.com