The image of the female medic, the angel with wings, gently cradling Italy in her arms has symbolised the fight against Coronavirus. So this year - instead of depicting models in a glamorous photoshoot dressed in his signature sophisticated haute couture garments for the iconic mega poster in Via Broletto - Giorgio Armani, the King of Italian fashion, has chosen Franco Rivolli's evocative image accompanied by his own words of encouragement in this sensitive recovery phase:

To restart safely we still need her.

Giorgio Armani

It is Armani’s own public tribute to health workers which is a follow-up to a letter he published in the Italian national press. Once again, with this striking mural, the designer has drawn attention to the commitment of those who are still on the frontline caring for others and he calls on all Italians not to let their guard down

It is time for courageous decisions: Let’s pay tribute to Italy!

''I will bring Haute Couture back from Paris to Milano''

Giorgio Armani has declared that he wants to follow his actions by words and take courageous decisions; he wants to bring the Haute Couture fashion shows back to Milano.

 

His choice stems from the desire to enhance the brand's heritage, alongside that of the city of Milano and of Made in Italy.

I hope that my example will be followed by other Italian colleagues who show in Paris. It would be an excellent opportunity to team up together which, so far, we haven’t really been good at doing like the French designers.

Giorgio Armani

The Giorgio Armani and Emporio Armani menswear and womenswear shows will be presented in September 2020 in Milano, subject to current regulations. The Armani Privé fashion show will be held in January 2021 in Palazzo Orsini, the brand’s historic headquarters in via Borgonuovo. One single collection will encapsulate all 4 seasons, comprising garments of all weights suitable for the winter collection as well as styles for summer.

Armani's generosity: donations and pivoted production to create medical scrubs

The Armani Group has contributed generously with donations to Italian hospitals hit by Covid-19 and, during the emergency, they reconverted all Italian production plants to produce disposable gowns.

 

This production will still continue in the future but will be moved from the brand’s own factories in Trento, Carrè, Matelica and Settimo Torinese - which will revert to producing the Armani Group's fashion collections - to various sub-suppliers, both in Italy and abroad.

Giorgio Armani introduces the ‘Book an appointment’ service

Shop safely

After announcing his runway show presented independently from the Milano Digital Fashion Week calendar with a joint mens/womenswear show in September and with the Armani Privé range postponed to January 2021 in Milano, Giorgio Armani now introduces the ‘Book an appointment’ service.

Customers can book their shop appointment online at armani.com. The service will be available worldwide from Friday May 15th for the Giorgio Armani and Emporio Armani stores, and from June 3rd for the A|X Armani Exchange stores.

 

If, instead, you prefer to discover the history of the brand then head to the Armani Silos in via Bergognone which is essentially a tribute to King Giorgio’s creations in an itinerary that leads to the discovery of the creative genius that has made Armani a timeless and highly inspirational brand.