Giorgio Armani Prive: Couture SS24

At 89-years-old, Giorgio Armani is ready to rewrite his own rules. Calling his Privé collection Haute Couture en Jeu – a french turn of phrase meaning “putting couture into play” or “couture is having fun” – he took a risk, threw seriousness to the wind and leaned into full, unadulterated fun. Fashion is supposed to be fun, after all. 

Imagining a whirlwind adventure from the West to the East, models wore elegant kimono-esc robes, full skirts (some of which were tiered) and svelte mermaid dresses. Teeny bodices and gossamer vests were embellished with multi-hue rhinestones and worn atop pleated cupcake skirts or sequinned trousers. Shapely jackets cut off at the hip and longer versions that stretched to the knee, were paired with loose-fit trousers that narrowed toward the ankle. 

Unlike his usual collections, there was no single-minded theme; it was, rather, a collection for many women, with many stories – 92 different stories (and looks) to be exact. Some were frothy, erupting with lace and billowing chiffon while others were slim and structured with lustrous jacquard. Aqueous hues – pale pinks, jade greens, liquid golds, soft and deep blues and opulent ivories – were dusted with miniature crystals in the shape of palm trees or abstract florals. It was splendid. 

Mr. Armani dreamed of “a woman who takes something from every place she visits and makes it her own, if only with her imagination”. She’s someone we aspire to be; someone exceptional, but who loves a bit of fun. When she’s wearing Giorgio Armani Privé, she’s a true, blue, good time gal. 

Photography courtesy of Giorgio Armani Privé.

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