The campaign for Giorgio Armani's last collection was shot at his home For the first time, the doors of the palace in Via Borgonuovo are opening
The new Giorgio Armani SS26 campaign marks a special, almost intimate moment in the history of the maison. It is, in fact, the campaign that immortalizes the last collection signed by the hand of the legendary designer before his passing. And precisely for this reason, for the first time, the images and video were shot inside the designer’s private home on Via Borgonuovo in Milan, the same building that has hosted the brand’s fashion shows for decades and that, for generations of industry insiders, represents the spiritual and symbolic headquarters of the vast empire built by Giorgio Armani over the course of his long life.
Beyond being one of Milan’s most legendary and rarely seen residences, the grand home on Via Borgonuovo is a place that Giorgio Armani inhabited and tended to with the same care he devoted to his garments: discreet walls, soft light filtering through the windows, and precious art objects that, in a succession of design pieces, sculptures, photographs, and paintings, tell the story of a life dedicated to sober beauty and restraint above all else. Today the house continues to be inhabited by Leo Dell’Orco, his most loyal collaborator, and this detail adds a nearly moving sense of continuity, since it is not a reconstructed set but a real space, still imbued with the presence of the man who created and furnished it over the decades.
The photographer Oliver Hadlee Pearch captured everything with delicate sensitivity, without forcing anything. Vittoria Ceretti returns in the role of one of Armani’s muses with her natural, almost disarming elegance, and together with her is Clément Chabernaud, another giant in the modeling world as well as the perfect Armani man. The photos portray the two moving through living rooms, corridors, and the small inner garden: Vittoria in fluid dresses that glide over the body like water, tailored suits that seem to breathe with the wearer, lightweight pullovers, and shirts worn open with effortless nonchalance. Clément complements them with the same ease, in silhouettes that prioritize comfort without ever losing definition.
Alongside them also appear Aboubakar Conte, Zhaoyi Fan, and, for the eyewear segment, Greta Hofer. But it is the context that makes this campaign unique: every shot is framed by personal elements of the home. One glimpses the iconic 1981 portrait of Giorgio Armani by Andy Warhol, with those vivid colors on canvas capturing the designer’s controlled yet pop essence. There is a work by Francesco Clemente depicting Mr. Armani himself, an intimate and direct pictorial tribute. Works by Antonio Lopez and Silvio Pasotti are also present, adding layers of history and affection to every frame.
The video, directed by Pearch himself, turns these spaces into a silent protagonist: the models move slowly, almost brushing against the objects, as if listening to a memory that is still alive. There is no artifice, no need for grand gestures. Everything appears natural, eternal in its simplicity. It is the true embodiment of Armani’s timeless style, always classic and always contemporary: soft lines that accompany the body rather than constrain it, subtle colors, draping always graceful. A campaign that celebrates a profoundly significant and moving moment in the brand’s history, yet carries a message of continuity, respect for what has been, and confidence in the future.
There is something poetic in seeing these young faces inhabit spaces so laden with the past yet so modern, speaking of the cultural legacy of the Armani world not as a burden to bear but as a framework that supports and leads toward the future. And perhaps this is the most touching message: that Giorgio Armani’s style, born in those rooms, continues to move today, even after his passing, crossing generations without losing its strength.
