THE IT BAG ACCORDING TO ARMANI BAZAAR A-LIST
In an exclusive interview to Bazaar, Mr Armani discusses his new iconic line of bags By Ami Unnikrishnan
When you think Giorgio Armani, you automatically think power suits. This season however, it’s Mr Armani’s accessories that are in the spotlight. The Borgonuovo bag is a structured calfskin tote in solid colours featuring two-toned variations, and the Charniere Doree, a semi- structured leather shopper bag. Lightweight and minimal, both are well on their way to It bag status.
To most, an It bag from Armani may sound like an oxymoron. After all, this is the man who has cornered the market with his timeless designs. But according to the master, It-ness isn’t about fashion fads. “The It bag is always i n fashion,” says Armani. It i s ‘mysteriously trendy’, and its main characteristics are longevity of charm, instant recognition, and unique craftsmanship. The bags have t he s ame f orce and recognition as the Armani jacket. They are sophisticated, richly finished inside and out, and are made entirely by hand in Italy.”
While these may be the qualifying factors of an It bag, the person carrying it is equally important. The Charniere Doree has been spotted on those who have effortless style—model Rosie Huntington-Whiteley and actress Naomi Watts have been seen enjoying it—while Princess Charlene of Monaco and Italian model Eva Riccobono, favour the Borgonuovo, which is suited to their tailored-andstructured style choices. The way they carry it, too, underlines the sense of casual elegance the designer wanted to convey through the top handle bags. “If a woman carries it by the hand it suggests a nonchalant elegance,” says Armani. But of course all his models sashayed down the SS14 Armani ramp, with bags handheld, suggesting, that the days of the It bags entering the room before their owner are over. One bag on the ramp was even flung over the model’s shoulder, in the most blasé, powerful manner. It’s all about one’s personal style, says Armani. “Carry it in a way that is the most spontaneous and natural.”
So it’s a woman’s personal style that makes her fashionable? “It’s her mentality,” emphasises Armani. “If a woman knows herself, she can allow herself to play with her image and always be in style.” The best way to do that is with accessories. “It’s not just about shoes or bags, which are completely indispensable, but also jewellery and belts. Small details can change the outfit’s effect. This fascinates me because it represents the more current touch in fashion and sets the style.” Amayra necklace, price upon
request.