Giorgio Armani AW23 collection shows chasing gen Z is not necessary

The world’s most successful fashion designer doesn’t do shock tactics and trends

If the fashion industry sometimes seems obsessed with creating the next sell out trend, then the autumn collection by Giorgio Armani served a poignant reminder this season that you don’t always need to chase the purse strings of generation Z.

Armani, the world’s most successful fashion designer and proprietor of one of its few independent fashion brands, doesn’t do shock tactics and trends. While his contemporaries roll out logo-heavy bags and zeitgeisty moments, the 88-year-old has always been consistent in his polished offering of 1% chic for the best part of five decades. Ironic, then, that it's this very signature that makes him something of “a mood” this season.