Emporio Armani opens newly redesigned store on New Bond Street in London

Spanning over two floors and measuring 905 square metres, the newly redesigned Emporio Armani store in London feels bright and airy thanks in part to the two colossal street level windows.

Both men’s and womenswear in the current A/W 2017 collections are arranged on racks in carefully edited, easy to read groupings, showing more than one way to wear an outfit. London’s experimental fashion style has also been taken into consideration and there’s a less formal feel to the current window display.

Pieces made with eco-friendly leather and faux fur are also given pride of place in this London flagship. Meanwhile, gadgets such as skateboards, Polaroid cameras and segways emblazoned with the distinctive EA logo, are clearly aimed at a hip, London male.

The store is selling a capsule collection called ‘New Bond’. It consists of three pieces designed by British fashion students and handpicked by Mr Armani as part of a competition organised with the British Fashion Council and some of the U.K’s leading fashion schools. As part of the design brief, students were asked to “bring the essence of British style” to three iconic Emporio Armani pieces. The winners, Boyeong Lim, Kameel Shahjhan and Dmitry Gotsfrid created a bag, a pair of shoes and a bomber jacket respectively.

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