Armani recruits '90s supermodels for New Normal show of timeless classics
Normal is a mood, Italian fashion designer says of photo campaign to make clothes relevant for women who aren't slaves to newest trends. Eva Herzigova, Yasmin Le Bon among models featured
Magazine fashion stories full of beautiful images aim to inspire but often exaggerate a lot, says Giorgio Armani. This, says the designer, alienates those customers looking for timeless clothes that suit their lifestyle.
With this in mind, Armani is about to launch a campaign with photographer Peter Lindbergh and four ex-supermodels about making clothes relevant for women who don’t want to follow the latest fashion trends. He's dubbed it the New Normal.
Lindbergh shot the black and white campaign using 1990s supermodels Stella Tennant, Eva Herzigova, Nadja Auermann and Yasmin Le Bon. Lindbergh and Armani have collaborated before and the designer likes the realism and filmic quality of the photographer’s work.
“This is about the attitude of women,” says Armani, “Real women are more beautiful than ever because they are confident, they have grown into their skins and they want clothes that don’t scream fashion, that they can rely upon season after season.”
The new campaign will be hitting the press at the end of this month.