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Making of Armani with Peter Lindbergh

Giorgio Armani - New Normal - 2016 Fall Winter Campaign - The Backstage

Following last season’s focus on timeless beauty, New Normal now promotes the idea of global, multi-faceted beauty. Models Liu Wen, Liya Kebede, Elisa Sednaoui, and Amanda Murphy are women that vary in their cultural and geographical backgrounds, far from established aesthetic canons, each unique and different. They are caught by the camera with genuine naturalness, an expression of beauty that is without time or place. Narrative in style and executed in direct black and white, the new campaign, featuring vibrant portraits, was shot in France on the Plage du Touquet, an iconic location for Peter Lindbergh. Giorgio Armani says: “I wanted to show different types of beauty, without barriers – four young women who experience the present in their own ways. With my style, I have always wanted to communicate the idea of concrete, real elegance, and this campaign renews this message with a sense of absolute modernity.” Peter Lindbergh’s artistic collaboration with Armani has spanned many years and continues with this new campaign; the photographer’s intense and timeless style has always had a strong affinity with the values of the designer. Giorgio Armani's New Normal is a wardrobe designed for today’s women, offering them garments that remain classic over time. It is the result of an aesthetic that has now become international, surpassing the barriers of time and place.