The luxury Italian brand is taking its ski collection to new heights.
Italian fashion house Giorgio Armani will present its new Neve capsule collection literally at a new height. The company opens Giorgio Armani Neve pop-up spaces in the most prestigious European ski resorts.
Known for its luxurious winterwear, Giorgio Armani's Neve Capsule is made in factories in Italy from plush knits and technical fabrics, and includes outerwear and other winter essentials.
The campaign started in French Courchevel on 21 December. Further, from January 15, 2022, the Neve collection will move to Crans-Montana in the Swiss canton of Valais. On February 5, the pop-up space will open in St. Moritz, and the presentation will conclude after February 10 with the launch of a temporary store in the French resort of Megeve, located near Chamonix. The latest Giorgio Armani Neve winter sportswear collection will also be available at the Giorgio Armani monostore in St. Moritz.
According to Hypebeast.com, each pop-up store will be individually designed to focus on local scenery while maintaining the brand's elegant aesthetic.
Spacious glass windows adorned with icicles will openly showcase the new collection, allowing passing skiers to peek inside. The interior will use sleek furniture and soft white lighting, creating an utterly luxurious shopping experience.