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Giorgio Armani - prive-couture

It is the Haute Couture collections that tell the story of Giorgio Armani's journey, his sense of freedom, his independence from fleeting trends. The Privé collection, presented for the first time at Palazzo Orsini, the heart of the Atelier where the clothes are born and take shape, pays homage to the city of Milan.


"Couture is rooted in fashion history. It represents the pinnacle of creativity and sartorial skill, but is a world available only to very few. Today, through the democracy of the Internet, we are able to offer a front row seat to everyone." – Giorgio Armani


AN EXCLUSIVE INSIDER'S VIEW

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A SPECIAL SETTING

MILAN

Giorgio Armani has chosen to dedicate the collection to his adoptive city, bringing Haute Couture back to Milan after years of showing in Paris. The decision was born from the desire to highlight the uniqueness and excellence of Made in Italy, with the intent that Milan reprise its role of international prestige.

VIA BORGONUOVO

The designer has chosen and continues to choose Milan, as a place to live and a way of life, in an act of love towards the city. The collection is presented in the Palazzo Orsini headquarters located in via Borgonuovo 11, among neoclassical interiors and eighteenth-century frescoes of an elegant historic building that perfectly reflects Italian style and savoir-faire.

THE ATELIER

The unexpected glow of micro-crystals and sequins shines on the garments, revealing the expert craftsmanship and careful execution of the Atelier's petites mains. This desire for perfection conveys the profound aesthetics and the magic of fashion in its highest expression to the younger generation.

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