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Backstage access: Giorgio Armani creativity

Armani Lab Runway

Backstage, at just a few hours before the show and after being the first to see the new collection, Linda Cantello, International Make Up Artist for Giorgio Armani, has just one objective: to create the make-up look for the show and the future must-haves of Giorgio Armani's make-up collections.

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Backstage access: Giorgio Armani creativity

“Make-up should enhance, not hide.”

- Giorgio armani -

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Backstage, where it all begins

Excitement is at its peak at the Armani/Teatro. At the heart of the Milan Fashion Week, backstage of Giorgio Armani's fashion show, another surprising show is happening before the models go out on the catwalk. Backstage, concentration is at its highest. The objective is to ensure that each turn on the catwalk is an emotional experience for the audience. The looks are created at a frantic pace, with a variety of clothes and accessories, but also Maestro brushes, jars and bottles of Prima to prepare skin tone, Crema Nuda, and Fluid Sheer for glow scattered over the tables.

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Ready to wear, ready to beauty

Creativity is at the origin of Armani's born backstage concept, which comes with maximum vibrancy. Armani Runway's glamorous and elegant collections created backstage will be available at the same time as the ready-to-wear collection exclusively in selected points-of-sale, so that every woman can make the runway make-up her own. Make-up palettes, Nail lacquers, Eye Tints, and Ecstasy Lacquer embody the very essence of Giorgio Armani's style. The surprising finishing touch is the fabric used to cover the make-up palette which will be the same as that used to make the dresses worn during the fashion show.

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