White collars' new options
By Xu Xiaomin (Shanghai Star)
Updated: 2004-11-08 08:30

Giorgio Armani's trip to China last April not only stimulated his fashion inspiration, it also anticipated the launch of his brand series in China.

This month, the Armani Group announced the opening of the first Armani Collezioni store in Shanghai. Located in the Citic Square Mall, this is the second Collezioni store to open in China, after one in Shenzhen of Guangdong Province. It follows the opening of Armani/Three on the Bund in April and Emporio Armani Plaza 66 in September.

"Collezioni's prices are about 30 per cent lower than those of Giorgio Armani, but it shares the same high quality," said Estella Niem, communications manager of Giorgio Armani Hong Kong Ltd. "We hope the brand will be found affordable by more local people."

Giorgio Armani said: "The re-design of our Armani Collezioni store in Shanghai is part of the company's on-going strategy of strengthening and differentiating the individual product styles of the house, as well as symbolizing our commitment to China as a key marketplace for all of the Group's brands."

The new store will carry the Armani Collezioni collections for women and men targeting white collar workers, as well as Giorgio Armani accessories.

Armani Collezioni for women this upcoming Autumn/Winter 2004-2005 offers a more finely tailored and neatly defined silhouette, without the least element of constraint. This typically Armani deconstructed look mixes traditional sartorial elegance with casual yet very feminine flowing lines. Highlights include the detailed selection of predominantly natural and constructed fabrics that allow for movement and comfort. Strong elements of precise tailoring are combined with a mix of masculine lines and ultra feminine and seductive shapes.

Prints, an integral factor in the collection, are present in great variety but with consistent themes. A series of graphic bold images appear in either subtle hues or challenging contrasts against a black backdrop. The unusual colour combinations are truly modern and alluring.

The Armani Collezioni men's collection offers items that outline and define the body without clinging too tightly to it. There's a great sense of comfort achieved by the use of stretch fabrics with a quality that allows complete freedom of movement, even in the more formal jackets. The details have been meticulously chosen, resulting in a collection of exceptional style and experienced taste.

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