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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. <\/p>\n
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. <\/p>\n
Nadja Auermann, Yasmin Le Bon, Stella Tennant and Eva Herzigova show themselves as they are today: deeply fascinating women with a proud, unpretentious allure.<\/p>\n
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.<\/p>\n
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. <\/p>\n
I wanted to convey a sense of reality, of clothes that offer natural elegance, and normalcy for everyday life.”<\/p>\n
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. <\/p>\n
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. <\/p>\n
The collection is available in all Giorgio Armani boutiques.<\/p>\n
The advertising campaign will be international, starting at the end of February.<\/p>\n\n\t\t