New kid on the block

Emporio Armani is the young, playful and always stylish sibling to the classically Italian Giorgio Armani

Now open on Level 2 at Mailbox, the luxurious Giorgio Armani store boasts a fine collection of formal tailoring, laid-back athleisure and Ready-to- Wear garments. This is the place for young professionals seeking a contemporary, modern style.

As one of the most iconic names in fashion history, Giorgio Armani has certainly made an impact on the industry in the past 40 years. He’s come a long way since his days as a sales associate on the shop floor of a popular Italian department store, having established Emporio Armani back in the early 1980s as a sub-brand of the already incredibly successful Giorgio Armani brand.

“PLAYING WITH FASHION, WITHOUT FORSAKING BEAUTY: THIS IS THE MESSAGE OF THE COLLECTION”

Since then, he’s been hailed by The Telegraph as ‘the man who invented redcarpet dressing’, having dressed a variety of Hollywood celebrities at glamorous events, including Lady Gaga’s most recent Armani Privé gown at the 2018 Grammy Awards. He’s also developed relationships with some of the biggest names in the world, from Rihanna’s Armani Jeans collection to an Emporio Armani campaign starring Calvin Harris and underwear shoots with the likes of Cristiano Ronaldo and David Beckham.

Since streamlining his brands last year, the Emporio Armani has become a key focus, offering a new vision in the form of a variety of garish prints, playful fabrics and sporty staples.

Showcased at Tobacco Dock last year for London Fashion Week, the latest collection has arrived in the stylish Mailbox store fresh off the catwalk, featuring almost-intangible materials: technical cotton fabrics, and silk and voile all enhanced by a muted palette of pastel hues.

Key items include windbreakers, duster coats, T-shirts, dresses, suits, jackets, cargo pants and shorts, designed to wear layered, mixed and matched as elements of a personal expression. This is a collection dedicated to freespirited, dynamic women, unabashedly showing their legs with a sporty spring in their step.

A celebration of feminine beauty in all its nuances, whether with high heels or sneakers, the SS18 collection highlights that being yourself is what really counts.

We take a look at the key pieces you can expect to find this season.

Printed Jackets

Step into spring with a lighter jacket that doesn’t compromise on style. Seen in both male and female collections, the SS18 runway welcomed both Japaneseinspired and botanical prints for a super summery feel. Keep it simple in plain black or navy, or mix it up with a printed bomber jacket paired with smart trousers and brogues for an evening look.

Re-invented Suiting

Renowned for his high-end suits and impeccable tailoring, Giorgio Armani has established a place in fashion for his expertise in formalwear over the years. However, the SS18 catwalk saw the classic suit completely reinvented for the modern workplace. Forget uncomfortable fabrics, boxy fits and shoulder pads, this season is all about being comfortable whilst looking sharp.

Blouson in floral pattern technical fabric, £900

High-waisted silk and ottoman trousers, £360

Preppy Perfection

Embrace your inner Blair Waldorf and pair patterned co-ords with playful accessories to really switch up your formalwear. Whether you’re opting for a beret, neckerchief or houndstooth, these small picks will make a big impact on your outfit.

A-line dress in circle pattern fabric, £450

Double breasted trench with belt, £450

Shoulder bag, £550