Emporio Armani's Fall/Winter 2010/11 Collection

Emporio Armani's fall/winter 2010/11 collection is targeted at a mid 20s+ demographic embracing an office wear trend!

Giorgio Armani has made a clear office chic statement this upcoming season, via his accessories and ready-to-wear label Emporio Armani. The winter collection consists of: sharp black collaresque necklaces, cuffs, and earrings, formal blazers (occasionally poncho style fur capes), layered over pleated skirts with delicate blouses/dresses, a classic feminine hand bag, and summarized with a heeled shoe.

The Trends

• Fur
• Oranges, blacks and greys
• Sharp statement jewelry
• Pleated skirts/dresses
• See through blouses
• Rihanna boy-cut hairstyles

Next winter season is evidently about fur. Chanel, Lanvin, Balmain and Armani have all showcased an element of fur within their ready-to-wear collections. British Vogue's online trend report stated "If you don’t say it with fur next season (fake or real, it’s too big to be a trend, on and off the catwalk it was more of a deluge), then say it with feathers". Regardless of this, Armani has not represented any feather garments and has made a firm stance that fur is back -- despite his fued in 2007 with "People for the Ethical Treatment of Animals" (PETA). Although it does appear to be artificial fur, so anti fur fashion addicts have no excuse to neglect the trend!
Orange is the colour of next season. Stella McCartney, Peter Pilotto, Matthew Williamson, Miu Miu, Costume National, Balenciaga and of course Emporio Armani, have all embraced the orange trend, some more minimalistically than others, disguise underneath an expensively simple leather jackets. Armani has used a chic pleated orange thigh grazing dress, companied with dark accessories, an easy look to master.

The Modern Secretary
Emporio Armani never fails to embody the classical, yet trendy, chic look that allures a mid 20's fashionista. Giorgio Armani's talent is one that undoubtedly attracts envy from fellow designers Oscar De La Renta and Jean Paul Gaultier. This being due to his consistency to project glamour in a promisingly modern, yet classical way; whether it be couture, interior design or ready-to-wear, Armani at a whopping 75 years of age, has iconically proved himself within the impossible industry of fashion.

Armani, ordinarily, is a brand attracting credibility for menswear. Rightly so, Armani suits have clothed the bodies of the worlds most celebrated males. However, this ironically benefits the womenswear collection, in the sense that the expectations of the menswear are so highly anticipated. Armani sucsessfully promoted his womenswear collection styling his models with a very modern Rihanna styled boy cut and understatedly continued the circular lensed sunglasses trend, from his spring/summer 2010 collection.

A Recession

Giorgio Armani, acknowledging a recession, has cleverly aimed his designs at a mid 20+ audience. Armani understands that this is where to money is, whereas Christophe Decarnin at Balmain, projecting trendy modern chic designs, explicitly reaches to a teen/20's audience. The Balmain fashion house is presumably the most influential fashion house, in terms of where the high street seek trends, because of the young fresh ideas Decarnin brings. However, in general Armani sells more clothing due to the fact that an established young women has the means to purchase what she admires easier than a fashion struck teen.

Armani may have an older women in mind whilst designing his collection, however he always introduces a spin of modern elegance. Take his 2009/10 winter collection, for example, dressing his models in a knitted jumper and skirt, knee touching socks and a feminine heel with militant gold buttons. So Armani targeting his clothing to an older audience is a positive thing in the sense of marketing.

Off You Go!

When shopping for next season, be sure to look out for all things orange and don't be afraid to show some leg/chest as see through is a trend that is clearly made itself comfortable the past 3 seasons. Artificial fur is publicly accepted next season -- and more common on runways than genuine fur! So assure you keep warm with an interesting cut fur cape, however feather is an appropriate alternative. Office chic is demanding attention after Armani's showcase of femininity at Milan's autumn/winter collection.

by: Sophie Nicolson

Posted in: Fashion Designers