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Emporio Armani to unveil new collection at Paris store

Emporio Armani to unveil new collection at Paris store

Emporio Armani’s latest collection will be unveiled at the brand’s new Paris store.

Founder Giorgio Armani will present the label’s spring 2017 collection on Monday night (03Oct16), at the revamped boutique and cafe in the heart of Saint-Germain-des-Pres.

Armani showed his namesake collection at Milan Fashion Week last month (Sep16), but for a change he’s picked up and moved his Emporio range to the French capital for a season, to boost interest in the restyled 15,760-square-foot store.

"Paris is undoubtedly a highly prestigious showcase, and this particular location, which is in a heavily frequented area, gives me the opportunity to introduce my fashions and my lifestyle concept to a large and extremely diverse clientele," Armani told WWD, adding that his French stores showed "good growth" last year (15) in spite of falling tourist numbers in the face of economic problems and terrorist threats to the nation.

The Emporio Armani Caffè has views of the historic church and the landmark cafés Les Deux Magots and Café de Flore. Armani adds that the store is positioned to draw in street traffic and embrace the iconic scenery.

"Its old buildings and picturesque glimpses of the Eiffel Tower are beautiful," he said.

Should the Emporio show go ahead as planned, it will be the first successful showing in the city. The store and cafe originally opened in 1998, with the Italian designer planning a show there to celebrate the launch. However, the presentation was abruptly cancelled by Paris police, which shut down two elaborate tents that had been erected in the middle of the Left Bank, citing "security reasons".

However, the 82-year-old is confident the show will go smoothly this time around.

"My presence in Paris not only restores my deep bond with the city and the French people, but it’s also a testimony of confidence and positivity," he shared.

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