Sunday 27th September

| BY Claudia Croft

Giorgio Armani: Ready-to-Wear SS21

Is there a living fashion designer with more cultural impact than Giorgio Armani? In lieu of his usual Milan fashion show, the designer took over Italian state television for a special Armani night. He broadcast a 20 minute documentary on his work entitled Timeless Thoughts followed by his co-ed SS21 fashion show. The night ended with a special showing of the Armani costumed, Richard Gere classic, American Giglio. The hit 1980 movie cemented Armani’s ownership of modern style.

His relaxed tailoring and effortless elegance has defined an era. In the documentary narrated by the Italian actor Pierfrancesco Favino, we see how Armani has evolved his own design language. The fabrics are always soft, the colours neutral. “But in the end, the only thing you will remember is the persona… Fashion disappears and the individual remains,” says Favino. That message resonates even more today than in 1975, when Armani launched his brand. It speaks directly to the modern mindset and consumers who want to use fashion as a tool for self-expression.

The models gliding around his SS21 catwalk, underlined that individualism, in their softly tailored neutral looks: everything easy, unfussy, flowing and flattering. A virtue of Armani’s designs, which seems to add to their appeal in 2020, is the lack of anxiety in the clothes. No worries. Just style. Armani offers customers a safe place, a happy place, an elegant place.

Photography courtesy of Giorgio Armani.

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