For the first time, Giorgio Armani opens the doors of his Via Borgonuovo residence, turning home into the ultimate statement of enduring elegance.

It&rsquo;s rare for a fashion campaign to feel personal without becoming sentimental. For Spring/Summer 2026, Giorgio Armani does something radical: he brings the conversation home. The setting is his own residence on Via Borgonuovo in Milan, the same address that houses the brand&rsquo;s shows, offices, and decades of creative history; a real, lived-in space.
Photographed by Oliver Hadlee Pearch, the campaign moves against the current of hyper-produced spectacle. While much of fashion leans into digital worlds and cinematic excess, Armani chooses proximity. The house becomes more than a backdrop. It&rsquo;s an emotional archive where memory, art, and daily life coexist without hierarchy.

Via Borgonuovo is the physical heart of the Armani universe and still inhabited by Leo Dell&rsquo;Orco, longtime collaborator and central figure in the brand&rsquo;s story. Shooting both the campaign imagery and film inside the residence reinforces continuity rather than nostalgia. It&rsquo;s a reminder that Armani has never needed dramatic reinvention to stay relevant.

The cast includes Vittoria Ceretti, returning to the house in a partnership that now feels intrinsic to the brand, alongside Cl&eacute;ment Chabernaud, Aboubakar Conte, Zhaoyi Fan, and Greta Hofer for eyewear. They move through interiors and garden spaces among personal objects, iconic furnishings, and artworks.
Andy Warhol&rsquo;s 1981 portrait of Giorgio Armani shares space with works by Francesco Clemente, Antonio Lopez, Silvio Pasotti, and Gary. The dialogue between fashion and visual art feels effortless because it&rsquo;s embedded in the designer&rsquo;s life.

The clothes follow suit. Tailoring is structured but never rigid. Dresses fall with ease. Knitwear and shirts trace the body naturally. Nothing strains for attention. The emphasis is longevity over immediacy, precision over provocation.
In a system obsessed with newness and creative turnover, Armani&rsquo;s decision reads almost subversive. Identity, here, becomes resistance. The house on Via Borgonuovo stands as a quiet manifesto: style isn&rsquo;t something you chase each season. It&rsquo;s something you build, inhabit, and refine over time.

Watch the video of the Giorgio Armani Spring Summer 2026 campaign below

Giorgio Armani Spring/Summer 2026 Campaign

Step Inside Armani’s Own Home for Its Spring/Summer 2026 Campaign

Recommended posts for you

Hommes

The LVDB-03 Louis Varius Is Louis Vuitton’s Most Ambitious Watch Yet

Fashion