Giorgio Armani unveiled the Giorgio Armani New Normal Spring/Summer 2016 campaign in Paris, photographed by Peter Lindbergh.
Over the years, the collaboration between Giorgio Armani and Peter Lindbergh has produced a series of timeless images, anchored in the general collective imagination by their introspective and subtle film-like intensity. This renewed collaboration is based on a strong aesthetic affinity and the idea of sharing classicism as a fundamental value.
The images, shot in a Paris studio in an environment that has the simplicity of an artist’s studio, or a movie set, are characterized by their timelessness, a narrative style in black and white. These are not simply fashion photographs, but portraits of four authentic women, even before they became world-famous models.
Nadja Auermann, Yasmin Le Bon, Stella Tennant and Eva Herzigova show themselves as they are today: deeply fascinating women with a proud, unpretentious allure.
Just as the New Normal collection is a timeless distillation of Armani style, these women show that true beauty has no age, and that they each have a style that is normal, sought-after and perfect for everyday life, without ever being excessive.
Giorgio Armani said, “For this campaign, I wanted four iconic women with strong personalities who show that feminine beauty is ageless. I chose Peter Lindbergh, with whom I’ve collaborated several times, because his photographs are timeless and true to reality.
I wanted to convey a sense of reality, of clothes that offer natural elegance, and normalcy for everyday life.”
New Normal is a selection of timeless pieces by Giorgio Armani. They are still part of his collections and are distinguished by their style, which has an essential sophistication that stands out from trend-based fashion.
New Normal is the expression of a new concept of the “Classic”, in perpetual renewal, revisited by a touch of modernity, both in terms of proportions and details. New Normal brings together the essence of Armani style in a young, modern wardrobe, perfect for the active, dynamic woman in search of clothes she recognizes herself in and feels good in.
The collection is available in all Giorgio Armani boutiques.
The advertising campaign will be international, starting at the end of February.
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