Italian elegance heads to Oxford Street as Emporio Armani arrives at Selfridges with a new must-shop pop-up store

The eminent choice for glorious grand dames (‘I greatly admire his work’ Archduchess Sophie Habsurg of Austria told Tatler last year) gorgeous It-girls and young aristos alike (‘The first real money I spent on clothes went straight to Armani’ said Countess Lara Cosima Henckel von Donnersmarck when the designer turned 90 back in July), Emporio Armani has landed in old Blighty, following the rip-roaring success of the sparkling 20th anniversary collection from the designer’s haute couture line, Armani Privé, just weeks ago in Paris. Now, patrons of 400 Oxford Street can embrace the oh-so-fine decadence of the Italian designer’s coveted sophistication. Spanning across interiors, floristry, sweet treats and – of course – the all-important moda, this fresh pop-up is surely the stuff of elegantes’ dreams, inviting guests unprecedented access inside the world of the legendary designer, Mr Armani.

Inside a divine design oasis awaits

Naturally, a sceney bash filled with London’s finest fashion-crowd-faces was in order to kick things off and – with free-flowing espresso martinis and decadent Armani/Dolci chocolates by the award-winning chef, Guido Gobino – the likes of Holly Ramsay (in a statement trench), Bea Fresson (in tantalising tailoring), and the Flag Twins (in chic shearling jackets) descended on the new temporary home, positively buzzing with infectious beats provided by DJ Sndyvibes as attendees revelled in the glorious gracefulness of EA-excellence.

Inspired by the crisp and cool design finesse of the Milan flagship on via Manzoni, the striking space has been fully transformed into a true Armani mecca, where sleek white lines punctuate textural grey stone and frosted glass furnishings. At the heart of the fashion hub, a floral installation of fire-red anthuriums delicately float upon an indoor pond, and an Armani/Libri selection of captivating coffee table books line its walls for some well-read respite.

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