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A path of subtraction, capturing time and sublimating it

Timeless Thoughts – a 20-minute video-document, narrated by the voice of Pierfrancesco Favino, preceded and introduced the Giorgio Armani Spring / Summer 2021 fashion show

While we have observed a broad collection of fashion Houses setting on social-distance shows and the utilization of social media as a presentation tool, Giorgio Armani outdares the monotone of Instagram Lives. He streams the runway of its SS21 mainline collection on the Italian TV network La7. In an open letter to WWD from the beginning of 2020, Giorgio Armani highlighted how the expansion of Covid-19 leads brands and fashion Houses to reconsider the excess and spectacles around fashion weeks.
«I want to see the clothes, not where they are being shown — that is a spectacle. Now it is not about what to design but where to show those designs. I find it ridiculous — not to speak of the travel costs». His decision to broadcast the show on Italian television opened the runway to the general public, taking the focus off the location and shifting it to the presentation and pieces shown.

GIORGIO ARMANI – TIMELESS THOUGHTS DOCUMENTARY

A 20-minute video-document, narrated by the voice of Pierfrancesco Favino, preceded and introduced the Giorgio Armani Spring / Summer 2021 fashion show, crossing the coherence of the collection in a montage of images, archive interviews, and emotions. The video document witnesses Giorgio Armani’s language unfold while remaining in its roots. It vibrates with balances between rigor and sensuality, city and exoticism, purity, and concessions to eccentricity. The outcome is a path of subtraction, which captures time and sublimates it, which is fashionable and goes beyond fashion. Each new collection adds headwords to an expanding vocabulary while reemphasizing a sense of elegance in which the person is at the center.

Giorgio Armani embodies a House away from conventions, wrapped in the thought of timelessness. For the House’s Spring Summer 2021 show in Milan, this thought was reflected in the choices of colors and shapes. Silhouettes merged both the feminine and masculine. Fabric selections made the silhouettes flow and created a fusion of pure lines and neutral colors – grey, beige, black, blue. The incorporation of patterns lit up the classiness. Geometrics were seen teamed with rhythmic patterns, inspired by a metaphorical idea of ton sur ton. Whether everything is matte or shimmering, it is the understanding of proportion that asserts itself, defeating time.

GIORGIO ARMANI SS 2020 FASHION SHOW – TIMELESS THOUGHTS


The show’s protagonists were the individuals who were walking the runway wearing a smile on their lips – timeless. Captivating through class and elegance, the collection pieces emphasize the personality of a woman and a man free from aesthetic conventions.

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