Armani Prive haute couture summer 2024

a la une, EXCELLENCE, Haute Couture

Haute Couture en Jeu by Giorgio Armani

by Alexandra Mas

photography by Marco Tassini 

Every time I gaze upon an Armani Privé collection, I anticipate that familiar burst of joy that Giorgio Armani has been infusing into our hearts for decades. Despite the passing years, his craftsmanship and understanding of the feminine spirit never fail to astonish me. With his delicate touch, he transforms the ordinary into an extravagant, feather-light poetry, weaving together hues of blues and fuchsia, textures of transparency and crystal, elements of raffia and lacquer, and the delicate intricacies of beads and lace, enveloping a woman with a profound sense of self-awareness.

Armani recognises that the modern woman is capable of balancing playfulness with seriousness, effortlessly blending bursts of creativity with mindful exuberance. It’s a testament to the strength and freedom she embodies. Season after season, the iconic designer redefines the eternal Armani elegance, layering his view of fashion not only as a serious endeavour but also as a realm of play and escape.

backstage photography by Marco Tassini during Armani Prive fashion show

In his latest collection, Armani’s signature style shines through, seamlessly merging cultures from the West to the East. Each garment exudes an air of lightness and playfulness, adorned with intricate details like frothy lace, delicate embroidery, and meticulously crafted appliqués. Hairstyles are adorned with twirling braids, adding to the enchanting allure that defines the collection.


From kimono-inspired robes to flowing skirts, from mermaid dresses to delicate bodices, the collection presents a harmonious fusion of silhouettes. Long jackets and tapered trousers coexist with airy, voluminous dresses, creating a captivating interplay between structure and fluidity. The palette of aqueous tones—pale pinks, jade green, soft blues—accented with flashes of gold, midnight, and royal blues, evokes a sense of serenity and luxury.

backstage photography by Marco Tassini during Armani Prive fashion show