Denim Dream: Giorgio Armani Debuts Second Collection in Collaboration with 10 Corso Como

The two iconic Italian establishments have come together once again, this time to push the boundaries of denim as we know it

In their second collection done in collaboration with 10 Corso Como – the godfather of the ‘concept store’ – Giorgio Armani is tackling denim with fresh eyes. The new collection debuted on February 22nd via a presentation at the 10 Corso Como store in Milan, surrounded by Mobilla Essay, a twenty square meter installation by Italian artist Flavio Favelli. The installation consists of luminous hangers and four armchairs, all upholstered in rubber. Starting on February 22nd an additional two armchairs will be on display at the Giorgio Armani boutique in via Sant’Andrea to further emphasize the collaboration between the two establishments. 

Although working entirely in denim is a new concept for the Italian powerhouse brand, Armani is no stranger to the material; their youth-oriented subsidiary label, Armani Exchange, has an extensive denim repertoire. However, this collection extends beyond jeans into blazers, blouses, dust coats, shorts, and clean-cut trouser suits. All pieces are designed in classic Armani form: thin, elongated, and effortlessly elegant. 

The color palette for this collection is created by the cohesion of the dark-wash denim and the cognac-colored leather used to accent the looks. Belts, boots, collars, and fine-line accents made from the luxe leather act as an exciting contrast to the classic denim. The collection look is tied together with the iconic La Prima bag – also reimagined in denim. In a world where fashion is becoming more and more artful than wearable, There is something vaguely countercultural about intentionally creating a collection which is undeniably utilitarian. 

This collection should quell any doubts people may have about the Armani ideals of coherence, expression, and possibility. The selection of pieces and accessories will be available at 10 Corso Como immediately following the presentation, as well as online. They will be available at a later date at Giorgio Armani boutiques in the following locations: Milan’s via Sant’Andrea, New York Madison Avenue, Tokyo’s Ginza Tower and Isetan, Shanghai’s Taikoo Li Qiantan, and Tiziana Fausti in Bergamo.


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