Last week the Italian king of fashion Giorgio Armani unveiled his first collection of high jewelry, expanding his brand’s range to include luxury’s most precious category. The ‘Giorgio Armani Privé Haute Jewellery‘ collection made its debut in New York at the brand’s Madison Avenue boutique, in conjunction with the arrival of the spring 2019 haute couture. Armani chose New York for the launch because he views the American one as “a very demanding but receptive market,” as well as a strong test for other global markets.
As reported by WWD, the Privé Haute Jewellery line consists of about twenty pieces, all handmade in Italy by master goldsmiths under the supervision of the designer. Necklaces, rings, bracelets, earrings, and brooches, all in Art Deco style and in shades of white, blue, and red, directly inspired by the Armani Privé haute couture collection for Spring-Summer 2019, presented last January in Paris. Thus, it wants to represent an extension of high fashion, going to complete the Armani total look. According to a spokesperson, “some very important pieces”, whose prices range from €17,600 to €167,000, were sold during the week, though she declined to specify which in deference to client privacy.
“I believe that today there is a genuine interest in craftsmanship, for beautifully crafted, exclusive items made with the utmost care, and made to last over time,” Armani said. “It felt like the right time to dedicate my energy to the creation of high jewelry, to complement the existing Armani Privé clothing and accessories offering.”
The collection, which is still in New York, will be presented in Tokyo and Paris before returning to Milan, on dates that have not yet been announced.
Ilona Catani Scarlett