Armani and Red to catwalk in London
Updated: 2006-05-26 10:37  Giorgio Armani will stage an unprecedented multi-collection runway show
during London Fashion Week in a joint effort with Red, the Bono-led African AIDS
initiative.
It will be a fashion music event, where Armani will debut his capsule
collection for Red and present elements of his haute couture Privé and signature
lines. The core of the show will be Armani's spring summer 2007 Emporio
collection, which will skip the Milan season.
"It will be an honor and a privilege to present my Emporio Armani collection
at London Fashion Week and at the same time create further momentum for Bono and
Bobby Shriver's RED initiative," said Armani, whose RED products will include
clothing, accessories, eyewear, watches, jewelry and fragrances.
The Armani release was revealing in that it spelled out on the conditions
between brand RED. "Giorgio Armani S.p.A. is donating 40% of its gross profit
margin from sales of all Emporio Armani RED products directly to the Global Fund
to Fight AIDS in Africa," the Milan fashion house explained.
Emporio Armani is one of the five partner brands collaborating with Bono and
Bobby Shriver in a project to create sustainable private sector to finance the
fund.
Scheduled for Thursday evening, Sept. 21, the catwalk show will be recorded
for later television broadcast. Armani is still firming up the location of the
show, expected to attract some 2,000 people.
Armani has only ever staged one regular season Emporio show outside of Italy,
in New York in 1998. In the same era, French authorities did maddeningly halt,
at the last minute, an Armani extravaganza in St Germain's Place Sulpice.
"This city is the most innovative and inclusive of the world's fashion
capitals, so it is appropriate that Emporio Armani RED should be launched here.
The RED initiative has been inspirational," said British Fashion Council Chief
Executive Hilary Riva.
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