With “La Prima,” Giorgio Armani reinvents his heritage25.09.2019
Boutique Giorgio Armani, Paris#fashion
In 1995, Giorgio Armani designed his first bag, venturing into the world of accessories for the very first time. An extension of the designer’s precise and couture style, which was at the forefront of minimalist fashion. Today, the house revisits this heritage with “La Prima”, a tribute to this first bag reflected in a collection of six models. To celebrate the launch of the collection, available exclusively in the Rue Saint-Honoré boutique, Giorgio Armani invited journalists and friends to a festive “preview cocktail.” This was an opportunity for everyone to rediscover this piece of history (notably thanks to a wall scenography entirely dedicated to the bag at the entrance of the boutique) and to enjoy a live performance by Praa, a young rising star of French music.