Armani will hold a men’s and women’s show to update the brand image to cope with the aging crisis.

Another luxury brand joined the team at the Coed Runway Show. According to "Women's Daily" report, Italian luxury brand Giorgio Armani will not release the 2019 autumn and winter series in Milan Men's Week in January 2019, but will host the brand's first men's and women's show in Milan Women's Week.

However, Giorgio Armani will still be unveiled at Milan Men's Wear Week, when the brand will hold a fashion show during the Fashion Week, and the brand has not yet revealed the specific information of the exhibition.

Emporio Armani, the sub-line brand under the Giorgio Armani Group, had previously held a men's and women's show at the Spring/Summer Fashion Week in 2019. More specifically, the show was held at Linate International Airport in Milan. When Emporio Armani's huge brand logo was first hanged at Linate Airport in 1996, it was thought that the Giorgio Armani Group wanted to buy the airport. After all, Giorgio Armani was one of the wealthiest people in Italy at the time. It was because of the deep roots of Emporio Armani and Linate that the first fashion show at the airport was born.

At that time, the Emporio Armani 2019 spring and summer big show was a presentation of "the past and the future." “I started thinking about what the millennial generation really likes to wear, trying to bring some of the past elements to the present, but making them more modern. But overall, the collection is still elegant, not so street.” Armani In an interview with Women's Daily, I said.

Emporio Armani did not continue to hold a men's and women's show in the spring and summer of 2019 Milan. Instead, the Giorgio Armani brand will launch the first men's and women's show. However, this is still a brand new attempt for the Giorgio Armani Group, especially in the case of the Group's unsatisfactory performance in the past two years.

The Giorgio Armani Group's sales have fallen for the second consecutive year, and Armani said the group's return to revenue growth will be 2020. Giorgio Armani's performance in China is not satisfactory. As the profit has not achieved the expected results, the brand's operator in China, Hemei Group, recently sold the agency business to Armani Group Shanghai.

The Giorgio Armani Group announced its reform plan in February 2017, when the group merged the Armani Collezioni and Armani Jeans series into the Giorgio Armani, Emporio Armani and A | X Armani product lines, streamlining the Group's original five product lines to three, in order not to Let too many series make consumers feel confused and hope to "advance with the times."

For Giorgio Armani, the co-production of men and women is also "advance with the times." In recent years, more and more luxury brands have begun to show men and women. In 2019 Milan Spring and Summer Fashion Week, Gucci, Bottega Veneta and Salvatore Ferragamo are men and women. Before, brands such as Saint Laurent, Givenchy and Valentino also held men's and women's shows.

Why did men and women show up in recent years? According to Carlo Capasa, president of the Italian National Chamber of Commerce, this reflects the ability of fashion to capture and reflect social change and cultural change. “Men and women show a gender stereotype to the side, breaking the boundaries between 'masculinity' and 'female femininity', making fashion flow,” Capasa said.

“A new generation of young people will not consider whether a brand is a menswear brand or a womenswear brand. They will buy clothing that they think is fashionable, and then choose the accessories that they think are special for these fashions.” Riccardo Grassi, who has a eponymous showroom in Milan, Women's Daily said.

In Grassi's view, designers and brands have also found that if male and female models share a certain style or style, the effect will be better, because it will make certain items look more iconic.

In short, the male and female show reflects both the current social and cultural changes and the fashion attitude of the millennial generation. For Giorgio Armani, who is eager to wash away the aging image, the team that entered the men's and women's show is also the group's determination to reform from the inside out.