Armani Privé Takes a Youthful Turn for Spring 2016 Couture

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Clearly, with Armani Privé's lavender-bathed presentation featuring baseball jackets and walking shorts, the designer was targeting the youth.

Just one day after Giorgio Armani debuted his capsule collection with a campaign that featured models over the age of 40, he set forth an opposite message for his Spring 2016 Couture show. Clearly, with his lavender-bathed presentation featuring baseball jackets and walking shorts, he was targeting the youth. With an obvious youth-oriented focus, questions are immediately raised. What young people are buying Armani Privé couture? Is this the right audience for the brand? For the past few years, Armani has dedicated his ready-to-wear collections to the idea that he still has plenty to add to the fashion discussion, so a more youthful attitude is nothing out of the ordinary — it’s simply an alternate avenue. As for the young and hip with wads of dispensable cash enough to afford these ensembles, we must look to China’s second-generation wealthy kids, known in the region as “fuerdai.” They’re a rising market, and they’re quick to spend if the look is right. The irridescent glow of Armani Privé’s Spring 2016 Couture collection is sure to attract both cash-flashing kids alongside a more mature market who appreciate well-made, beautiful clothes.

With an obvious youth-oriented focus, questions are immediately raised. What young people are buying Armani Privé couture?

Armani Prive Spring 2016 Couture
Photo: Courtesy of Imaxtree

Daywear is packed with glamorous options, from sheer organza mini skirts topped with bubble-sleeved jackets and trousers with scalloped ruffles along the outside to shrunken silk jackets with teased shoulders. The featherweight fabrics employed to support Armani’s pale, glowing prints guarantees a high dose of comfort alongside all of the lustrous luxe looks. The glitzy patina of the show ramps up when eveningwear is introduced in the form of lush lavender gowns with glittering black trim and microscopic crystal embroidery. But in case you don’t feel like showing up to a formal event in a predictable gown, you could always up in one of Armani Privé’s sparkling jumpsuits instead.

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