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Is Armani Looking to Rebrand for Millennials With Its Latest Collection?

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While the continued shift away from the minimalist elegance of Armani was evident, the desired audience for this new collection was slightly more subtle. Instead of the classic 1980’s power suit, the collection featured staples from the wardrobe of a man in his 20s: bomber jackets, backpacks, sweatshirts, and bucket hats. The collection even had a self-referential moment with a t-shirt displaying Georgio Armani’s face on it (see below). Armani did pay homage to its 80’s heyday, though, with billowing trenchcoats and pleated pants. The shift comes at a time when the company is continuing to expand its lifestyle brand to lessen the blow from slowing sales in the Asian markets.