Going through the Emporio Armani SS18 collection was a little like watching a trip from London to Milan with Paris in the mix and a little something reminiscent of New York. It was a little dizzying to watch, Armani was giving me a whiplash with all the transitions.
Models sauntered down the runway, opening the show with looks that felt like an ode to the host city (London). Quirky prints, stripped pants and jackets that looked entirely at home in London, flooded the runway. Colourful sheer pieces that may have been a nod to what Armani describes as the Queen of England’s ‘Confectionary look’ seemed a theme for the better part of this collection. Funky colourful jumpers over sheer skirts and dresses that looked nothing like the Armani of Milan and Paris , had us thinking that in one single London showing and an Old Bond street store opening, we had Lost ‘our’ Armani to LFW aesthetic. Yes Armani’s prestine tailoring and somewhat minimalist aesthetic was intact but a previously unseen side of the Italian brand was on display.
Armani kept a little Paris with him, with berets for accessories and finally with a quarter of the collection accounted for, the descent into Milan begun. We started to see the London quirk and sneakers give way to a cleaner feel with less quirky tailored jackets and pants and gorgeous flat shoes. Just like that, the Armani we know and love had returned. In just a few transitions Armani could have had us believe it was Milan in Fall….. but just for a second. Right as we started to get comfortable and warm up to the familiar, things shifted. A little heavier on the Parisian inspiration with even more berets and then a return to sneakers.
At this point, we had a hard time telling if Milan, Paris and London has somehow been collapsed into one destination or if we had taken a detour and landed in New York. A blend of tailored looks with street wear styling and chic dresses on sneakers were rolled into one.
If pressed to describe the Emporio Armani SS18 collection in one sentence, I would say “Destination inspired High-fashion rollercoaster”.