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Following up on the announcement of a collaboration between Emporio Armani and Reebok, the full collection was revealed at the finale of the Emporio Armani 2010 Fall/Winter Milan Fashion Week. It started off with a short film by Robin Derrick and styling by William Gilchrist, then proceeded with the models walking out under strobing lights, creating a concealed effect throughout the presentation. A couple of product shots have been released, where we can see a reworking of the oxford shoes with DMX Mega® cushioning technology and a pair of trainers with an underfoot cushioning system made up of hexagon-shaped cells. The EA7 collection will also feature a line of apparel, which will be unveiled shortly.