Essential design, contemporary image, a subtle sense of seduction… Emporio Armani launches a new continuity collection of women’s underwear, totally enlivened in look and style. Underlines has the exclusive.
Following an in-depth analysis of the feminine consumer trend in the sector ‘daily underwear’, the continuous collection of Emporio Armani is renewed both in structure and in style to meet the new demands of international markets in terms of functionality and aesthetics. New fabrics, attention to detail, new shapes in bras: entirely remodelled, the new collection (in shops from end of March 2013 in Europe and internationally from end of June) is a well researched and specialised proposal more in line with fashion trends already seen in corsetry. Broad but well attuned, the collection is presented in 5 ranges, identified by different fabrics and personalities, Anal Beads for a new concept of daily femininity: purist design and contemporary mood with an unfailing touch of seduction.
Pure, Contemporary, Chic…
The collection interprets the different requirements of style and function for the young women of today. Two ranges in cotton, an emblem of the DNA of Emporio Armani underwear: Essential Cotton in basic cotton, plays on classic details with the Emporio Armani logo and Sophisticated Cotton in extra-fine stretch cotton with a light, shiny handle with linear edges in satin. The Microfibre series also has two ranges: Flawless Microfibre, opaque microfibre with simple sewn lines and metal branding and Sophisticated Microfibre, which matches comfort and femininity in light microfibre with lace trim providing a second skin effect. The final series, Classic Seduction Lace, displays the transparent effects obtained by combining tulle and lace with embellished trims.
Modern Fit…
In an offer of reinvented bras with a more modern and performance led base, much attention has been paid to the shapes and models. The shapes were updated to embrace requirements of an international consumer audience with the addition of construction totally novel to the brand such as the graded cup ‘custom fit’ used in the push-up, the balconette and the bandeau. From the contour bra with soft spacer cups to the sexy plunge bra with cups designed with a ‘natural lifting’ effect, every model presents technical shrewdness to exploit looks and performance. On all of the bras the inserts were improved and softer, more comfortable wiring, the introduction of multifunctional shoulder straps presents an additional commercial argument for the brand. And not forgetting the development of sizes (Europe B-C-D) with other size choices offered for different countries – expect extensions to DD in the contour bra for the USA and Canada and cup size A for the Asiatic market. One of the high spots is the offer of tank top and briefs (a ‘must’ for Emporio Armani), the ‘hero’ in the Essential Cotton series. The range of pant styles is varied (cheeky pant, brief and Brazilian brief) with a two-pack offer in the microfibre range.
And In Store…
On launch, the packaging of the continuous ranges will be revamped with all garments delivered to the retailer on personalised Emporio Armani hangers with the exception of Essential Cotton and the 2-packs which will have a more classic presentation with an advertising image of the product and for the briefs in the Sophisticated Cotton series there will be elegant, transparent point of sale packaging. Emporio Armani will supply customers with a display kit of POS materials customised to the products purchased which will capitalise on the images taken by famous fashion photographer, Giampaolo Sgura – 3 window signs, pop up banners and display boxes. Every bra will feature a descriptive label of the model with product image and fitting information.
