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It was a new dawn and a new day at Emporio Armani, and Giorgio was feeling good. So good that he decided to dedicate his entire AW13 collection for the label to the spirit of the new, quoting men’s ‘new way’ of thinking as his key point of departure. The show took place in Armani’s signature show space (“shall we dine in the catwalk room?”), enthusiastic show-goers applauded wildly as is tradition when a show takes place under the watchful eye of the Eagle, and models walked out in groups, accentuating the individual themes of the collection. So what was so new about it? High-tech materials used in coating, for one. Lightweight tailored knitwear worn under tuxedos was another. There were generous slim trousers, outlining a different silhouette. Oh, and a bunch of neoprene and other stiff-looking things, which had all those little stylist heads turning. Mr Armani, who looked dashing in velvet, certainly knows his audience and they sure looked pleased with his take on the new.
Text: Anders Christian Madsen
Photography: Mitchell Sams
