Giorgio Armani has announced he will be staging his upcoming men's spring and women's couture shows in front of a live audience.
The iconic designer said that the brand's spring 2022 menswear show will be held in the courtyard of Via Borgonuovo 21, where Armani used to stage his shows before erecting the Teatro in 2001, on 21 June during Milan Men's Fashion Week.
The following month, his Armani Prive couture show will be staged at the headquarters of the Italian Embassy in Paris on 6 July.
"I think the time has come to return to show in front of a live public because I think fashion only in a virtual format has no future. A fashion show is a tool we cannot do without because of its format, energy and effectiveness," Armani told WWD, noting that it was "important" to bring back the live shows as restrictions gradually begin to ease in Italy and France amid the Covid-19 pandemic.
"It's important to restore the physical shows and they can then be translated in digital experiences for a global audience. For my part, the goal is once again to send a positive signal of restart and support for Milan, my city, which has long been an undisputed capital of fashion," he added.
The 86-year-old designer said choosing Milan as the location of his first live runway with an audience since the coronavirus outbreak began was "especially significant".
"(I) wanted a venue that would be representative - a return to the origins and essence of fashion, which used to be proximity and intimacy, too. For the future, I imagine events that are more contained but more exciting," Armani stated.