Giorgio Armani presents Boarding

On September 20th, for the first time ever, Milano Linate airport is set to serve as the unconventional backdrop to the runway show presentation of Emporio Armani's men's and women's S/S 2019 collections. In a break with tradition, the two collections will be hosted together this season within the scheduling of Milano Moda Donna, culminating in the performance of an international pop star.

"The airport is a place of great symbolic power: without barriers, it represents the opening towards the outside, towards the world. It's a starting point for meeting and discovering, and the place to which one returns after having lived countless adventures. I liked the idea of organizing the event in the same hangar on which the words Emporio Armani have been affixed since 1996, surmounted by the unmistakable eagle logo: an iconic image that accompanies and welcomes the thousands of travelers departing or arriving in the city. It is a perfect space for Emporio Armani, which possesses an enterprising and free spirit and thus reaffirms its essence using contemporary language," states Armani.

With the brand's logo boldly displayed, the hangar has now entered the common visual conscious as part of a series of places linked to Emporio Armani, which represent a sort of 'geography' of the brand: via Broletto, which since 1984 has housed the mural that is now part of the Milanese urban scene; via Durini, where in 1981 the first sales point was opened; via Bergognone with Armani Teatro, home of the brand's fashion shows; and via Manzoni 31 with its grand concept store and the Emporio Armani Caffé.

Launched in 1981 as a line for young consumers, Emporio Armani is a container brand that observes and understands the world and the way in which people move in the metropolitan context, with an inclusive and democratic spirit. After the Paris and London fashion shows, the new stage of Emporio Armani's 'journey' is therefore Milan, in a symbolic space and with a new format.

It is the democratic spirit of the brand that guides the upcoming event: there will be 2300 people in attendance, including professionals, press, guests and the public. Non-professionals will have access through a special contest that will take place as a game throughout the city. The first hundred selected from among those who have collected stamps in a special passport will be the lucky winners who, accompanied by a guest, will be able to take part in the evening.

The event has been preceded by a billboard campaign and by advertising visible at Linate airport and on trams and buses throughout the city. For the occasion, the special Emporio Armani Boarding capsule collection was created: sweatshirts, T-shirts and themed accessories, on sale from September 13 in Milan and later in the main Emporio Armani flagship stores around the world, and online at armani.com.

The 'behind the scenes' experience for all events related to #EABoarding will be made available via live streaming of the show, viewable by following @emporioarmani on social media.