show likely found themselves with a distinct sense of déjà vu: held in a vast airport hangar in Milan’s Linate airport, those who travelled to the city to attend fashion week had probably arrived through those very same gates just the day before . In keeping with the location, Mr Armani indulged in a little role play – visitors had to scan a “boarding pass”, show their passport and even put their bags through security to gain access to the 3,000-person strong showspace.
Linate airport also holds a two-decade old memento of Emporio Armani’s history: the vast signage installed over one of the hangars which bears the label’s logo, first raised there 22 years ago. Since, the neon-lit sign has become symbolic of the brand’s indominatable position at the very top of Italian fashion and is often the first sight visitors see upon landing in the city.