Of late there has been a sturdy rise in men dedicated to the art of ‘bien s’habiller’ or dressing one self well. If the recent display of parading peacocks at the races in Melbourne was any indication, our males have certainly fine tuned thart of picking a well cut and fitting suit and even experimenting with textures, colour and print combinations. It seems the age of the GQ reading and kerchief wielding dandy is well and truly alive.
Thus it’s no surprise that Emporio Armani, the only diffusion of Giorgio Armani still designed largely by Armani himself, has joined the ranks of many other high-end luxury labels that have launched dedicated menswear stores in Melbourne. Infact the Emporio Armani menswear store in Melbourne is a world first.
Emporio Armani’s latest offering occupies a large space on the ground floor of newish Mecca of retail, Emporium Melbourne. With its chic, sleek yet minimal interiors, the fit out of the new Emporio Armani store aims to amplify and showcase the exquisite offerings of the label famed for producing high quality luxury garments for the discerning aficionado.
Racks of luxuriously fabricated coats and jackets in plush wool and velvet entice seductively whilst shirts in the crispest cottons and neatly folded knits in gelati tones in the softest cashmere also beckon the fashion savvy male. A tray of fur bow ties had many jaw gaped in admiration.
To launch Emporio Armani’s newest showcase, a soirée was held for customers, fashion influencers and key media to see first hand the not only the store, but also the range of menswear that will be available in Melbourne. In keeping with the Armani adage and motto, the event was elegant and possessed that quintessential Armani trait of being restrainedly stylish.
The pundits and the fashion buying elite all agreed; here was a treasure trove brimful of goodies surely to please the fashion savvy male for eons and a welcome addition to the Melbourne retail landscape.