Emporio Armani Campaign Video Inspired By Cinema

By P. Joseph

A new video promoting Emporio Armani’s Autumn Winter 2011/12 Collection was inspired by Giorgio Armani’s love of the silver screen.

The short film features two models in an urban industrial setting, with the dark enigmatic atmosphere reminiscent of a classic ‘film noir’ movie.

Shot by renowned Italian photographer and director Mario Sorrenti, the film was created as part of Armani’s marketing campaign for their new Autumn Winter 2011/12 Collection.

The collection boasts an array of inventive Armani pieces, including overcoats and waistcoats offering protection and warmth whilst eschewing some of the classic Armani design features.

This year, the shoulders are understated whilst offering substantial length, and the cut is fitted and pared, with special attention paid to the construction of the collar – asymmetric, double, stand-up with flap fastening against the cold – all contributing to a deconstructed silhouette.

Nylon and quilting have been overlooked in favour of wool in a range of treatments (including boiled wool with alpaca), nubuck style sheepskin and leather for a sense of solidity, maintained through a range of jackets in streaked wool with needle punch effects that appear scratched into the pile.

This treatment recurs throughout the collection’s accessories, including shoulder bags, conventional bags and shoes.

Other notable items in the collection include trousers that combine casual and sporty, with knit edging at the hem and tailored darts at the waist, typical of the Armani style.

By P. Joseph