Giorgio Armani changes hour and location of signature menswear show

By

Godfrey Deeny

Published
May 16, 2019

Giorgio Armani has altered the time and location of its signature menswear show on June 17 in the upcoming Milan menswear catwalk season, significantly helping to anchor the final day of Milano Moda Uomo.

The Italian couturier will move back his Giorgio Armani show from its traditional slot on the Monday morning to 5 p.m. in the evening. Moreover, Armani is switching the location of the show out of his show-space, custom-designed by Tadao Ando, on via Bergognone in his main South Milan headquarters. Instead, Armani will show inside the brand’s historic home at 11 via Borgonuovo in central Milan.
 
The move will help guarantee that more editors and buyers remain in the Italian fashion capital that day, rather than fleeing the city after the 2 p.m. Fendi show, as was often the case before.

The decision will be welcomed by the Camera Nazionale della Moda Italiana, Italian fashion’s governing body, which has been keen to have a heavy hitter brand like Armani hold its show later on Monday, to boost the attractiveness of the final day of the four-day catwalk season in Milan.
 
Milan men's fashion week has shrunk in recent years, as many houses began staging co-ed shows during the women’s ready-to-wear season; and French and UK brands returned to their homelands to show. Nonetheless, Milan will still boast over 30 menswear shows in June with such stellar names as Prada, Dolce & Gabbana, Zegna, Marni and Versace. Houses with collective annual revenues in excess of 20 billion euros.