Giorgio Armani on Wednesday weighed in on the timing of the shows, a hot topic at the moment with companies offering different takes on in-season presentations and opening up to consumers.
“I think that a revision of calendars is in some ways desirable: the times, and not only the digital revolution, require it,” observed the designer, cautioning against speedy resolutions. “However, I think it is premature to be swept away by the enthusiasm over the see-now, buy-now: for this revolution to be effective and permanent, it will be necessary to intervene on every step of the pipeline in order to create an operating mechanism, not the umpteenth operation of mere communication.”
Armani said he was not worried about “everything” immediately going online on social media. “Dailies have been doing this forever.” His wish is to “realign the timing of the presentations with those of sales in stores with intelligence, balance and great functionality. This will require time and naturally a strategy fit at all levels, which I am ready to undertake.”