For the last 50 years the fashion show has looked, in essence, the same. Raised runway; flashing lights; leggy models; an impeccably dressed front row. But in 2020, with the traditional, time-tested format deemed unviable, creative sparks are flying.
Take Emporio Armani, who released an intriguing eight-minute film for spring/summer 2021. Set against Armani’s architectural Milanese headquarters, it stars a cast of bright young things – actors Alice Pagani, artist Sita Abellan, and dancers Germain Louvet and Les Twins – gliding, no striding, frenetically around an imaginary, futuristic city.
The clothes are chic and tonal – a mash-up of ivory, anthracite, nude, taupe and dove, and made to facilitate free-flowing movement. There are soft silks; organza layers; draped, wrapped and knotted silhouettes; and liquid-like textures that shine on the screen.
Meanwhile, a soundtrack by French sound artist Frederic Sanchez becomes increasingly frantic as a giant aqua orb descends on Armani HQ. The well-dressed urbanites look on knowingly. Then suddenly, cut to the credits.
We’re sensing a sartorial sequel come autumn.
Watch Emporio Armani’s short film here.
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