EA7 Emporio Armani Celebrates the Upcoming Winter Olympics
As expected, the upcoming Milano Cortina Winter Olympics have already made their way onto more than one runway during this Milan Fashion Week Men’s. The official countdown began last night with an EA7 Emporio Armani event, underscoring the brand’s role as Official Outfitter of Team Italy. In the late afternoon, the Via Manzoni flagship store became the setting for an immersive preview that transformed sport into an urban narrative and fashion into soft power. Completely reimagined to evoke the atmosphere of the Games, the store welcomed an exceptional guest list, from Federica Pellegrini to Gigi Buffon, alongside Billy Costacurta, Fabio Fognini and Filippo Magnini, gathered for the presentation of the video campaign dedicated to Olympic and Paralympic athletes. Outside, beneath the illuminated façade, a large ice cube captured the attention of passers-by. Inside, the official Team Italy uniforms were held in place, revealed little by little as the ice began to melt.Those same uniforms took centre stage during the in-store show that opened the evening, which reached its peak with a DJ set by Shablo. As hinted, this was only the beginning of the countdown. Until 16 February, EA7 will continue to spread the Olympic spirit across the city through installations at the Triennale, Casa EA7 in Piazza Duca d’Aosta, and a series of city-wide activations.
Text: Giuliano Deidda
Photos: Ludovica Arcero
Italia Team Uniforms: Courtesy of EA7 Emporio Armani
