The campaign images for Giorgio Armani’s debut New Normal line have been unveiled, appearing in this month’s wave of magazines. But don’t be fooled into thinking that Giorgio Armani’s New Normal line will be bland. Refined, yes, but Armani is using this range to play with typical silhouettes and the idea of classic dressing. With longevity in mind, the new collection aims to build upon classic designs to “create a new classic”.
This is reflected in the campaign shot by Norwegian photographer Sølve Sundsbø, featuring model Kati Nescher, whose nonchalant poses perfectly match the broken silhouettes and somewhat masculine pieces. Bathed in black and white simplicity, the images highlight the refinement and sophistication that is central to the line.