From the morning of December 1, 2020 everywhere in the Lombard metropolis, from the mural in via Broletto to the trams, the designer's message: "Dedicated to citizens during the Christmas period"
«I'm there for Milan, with the Milanese. With feeling. Giorgio Armani". The designer's message is from this morning, 1 December 2020, written in large letters on billboards and on 300 bus shelters in the Lombard metropolis, as well as published on the pages of newspapers. Yet another, touching, declaration of love that Giorgio Armani wanted to have in Milan, the place "that has always welcomed him", as he often emphasizes. It is a short message dedicated to the Milanese, on the occasion of the Christmas period, and in particular a few days from the most expensive festival in Milan, Sant'Ambrogio. An initiative "to express - it is written in the press release of the company - its proximity to the city and its citizens, who are demonstrating great resilience". The message appears in many places: as billboards, on the screens of tram and bus shelters and on the pages of newspapers. It is in front of the historic mural in via Broletto that people stop, read and are moved.
Commitment in the field
Since the pandemic began, Armani has never held back in supporting and helping the city. And not only. From converting its production into masks and gowns in just a few weeks, to supporting with donations where there was need immediately and then to the "first" reopenings by donating part of the proceeds from sales. A few days ago also the commitment with the usual contribution to the Opera San Francesco for the poor for the Christmas holidays and the involvement in the expansion plan of the green of the city together with the Municipality and Forestami. But with this morning's message, written in font, cursive, straightforward and simple, the designer adds something to all of this. It comes straight with the words to people's hearts: "I am here", black and white. Already in March 2020, at the beginning of the pandemic, with the now famous letter-reflection, a sort of examination of conscience on the world of fashion, Giorgio rmani re-discovered the power of the written word, preferring it, or rather, using it with great courage and wisdom in the era of images. When asked about the reason for this umpteenth initiative, he categorically says: "I don't want to add anything else." Yes, he is there. And this only interests him to let the whole city know.
Copyright © | corriere.it
English (UK) 
Italiano 
