For Milan Men’s Fashion Week Armani had assembled a much younger version of its craft to be presented on the runway for spring/summer 2018 on June 17. The key word of its entire collection is millennial, and the designer made sure that the message is loud and clear, yet making smart choices that align to what Armani brand represents.
Choosing to collaborate with ‘Treat You better’ singer Shawn Mendes for modeling the new Armani watch has not only strengthened the bond between brand and fans but brought a wave of new followers on the table. And let’s face it, Mendes does seem to be a great brand ambassador, even though he’s young. The singer appeared at the end of the show and walked the runway after a brief video preview of Armani’s new smart watch featuring Mendes.
On collection, the designer did very well in aligning the Armani image to the millennial standards by creating pants with a neutral appearance. The highlights of the collection are the dress pants and all Japanese influenced pieces, such as kimono jackets and pants with a skirt on the back.