Giorgio Armani – New Normal – 2016 Spring Summer Campaign

Giorgio Armani says, ‘for this campaign, I wanted four iconic women with strong personalities to show that feminine beauty is ageless. I chose Peter Lindbergh, with whom I have collaborated several times, because his photographs are timeless and are true to real life. I wanted to convey a sense of reality, of clothes that offer natural elegance and the normality of everyday life.’

New Normal is a selection of timeless pieces by Giorgio Armani. These are always part of his collections and are distinguished by being styles possessed of an essential sophistication, which stand in marked contrast to fashion based on passing fads. New Normal is the expression of a new concept of ‘classic’, one that is continually creatively updated and revised with a modern touch, both in terms of proportions and details. New Normal combines the essence of the Armani style in a young and modern wardrobe, perfect for today’s active and dynamic woman who seeks personal garments that she can see herself in and interpret with ease. The collection is available in all Giorgio Armani boutiques.