Giorgio Armani wants clothes to be the focus of his shows, not the location.
SAY WHEN, NOT WHERE: “I hear that the same location bores people,” Giorgio Armani said ahead of his namesake brand’s show on Monday. “There are shows held in places from Taormina to China, all over the world, but then do people look at the clothes? You see them in any case. Why throw all that money away? It’s you that want this,” said the designer, pointing a finger to the journalists assembled at his Via Borgonuovo 11 headquarters in Milan. “I don’t agree with this trend.
Ever practical, Armani, who is also chairman of the company that bears his name, underscored the irony of having to come up with a different location despite the existence of his theater designed by Tadao Ando in Via Bergognone. “I spent a billion euros on my Theater but then I have to show here,” he said with a small laugh, nodding to his staff, who most likely whispered in his ear the need for change.
“Well, at least people will see the palazzo that I own. Sometimes it’s OK to show who you are,” Armani said smiling. This is the first time the designer shows in the beautiful 17th-century Palazzo Orsini, which encloses a beautiful courtyard and overlooks a hidden garden.
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