Armani updates classic women’s wear for the modern female consumer

Italian fashion house Giorgio Armani is embracing the “norm core” trend with a new collection titled New Normal.

The brand announced in March that it would be adding a line to its women’s wear offerings that would include “classic” pieces. In addition to the launch of a new collection, 2015 has shaped up to be a busy year for the brand and its eponymous designer as Armani celebrates its 40th anniversary (see story).

The new norm
When news of the collection broke, Mr. Armani told Women’s Wear Daily that “[New Normal] will show how I think today’s women should dress. The idea is to start from classic designs to create a new classic. It’s a collection meant to last, which will be renewed as we go but will remain rooted in the classic style.”

Armani shared campaign images for the New Normal fall/winter 2015-2016 collection on social media. As part of the Giorgio Armani collection, the New Normal pieces are currently available in the brand’s boutiques worldwide.

In the copy shared on social media promoting the collection, Armani explains normal as “a search for timeless discretion, contrasting with passing fads.” The house also says that normal “is the norm, too: a specific aesthetic code.”

For campaign imagery, Armani tapped Sølve Sundsbø to photograph the collection in London.

The collection includes women’s pant suits, outerwear and accessories. Although masculine to some extent, the collection is “up to date: classic style revisited and reinterpreted on the basis of today’s canons.”