Giorgio Armani declared: “The New Normal is a capsule collection that is part of the main Giorgio Armani line and that consists of neutral-hue classic pieces that form the lasting foundation of a modern woman’s wardrobe”, he continued, “I love and am interested by women whose lives are not dictated by trends, but by an attitude, women who are natural, who truly live in and react to the world around them, and are not always swayed by trends. These women are both the inspiration and customer for these clothes“.
Armani explained in a release, “I wanted four iconic women with strong personalities to show that feminine beauty is ageless. I chose Peter Lindbergh, with whom I have collaborated several times, because his photographs are timeless and are true to real life. I wanted to convey a sense of reality, of clothes that offer natural elegance and the normality of everyday life.”
40 years into a career that has made him one of the world’s best-known designers, even at 81, Giorgio Armani remains a tireless innovator. The fashion campaign was shot by Peter Lindbergh featuring the original and stars four women truly worthy of the title supermodel of the 90’s: Eva Herzigova, 42, Nadja Auermann, 44, Stella Tennant, 45, and Yasmin Le Bon, 51. They are featured in the Armani’s stunning black and white spring/summer 2016 campaign, modeling the classic pieces that make up the label’s New Normal collection.