Giorgio Armani's Latest Winter Journey Takes Its Neve Collection to New Heights

From December 21 until late February.

Fashion 
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In the midst of ski season, Giorgio Armani Neve unveils its new activation that will showcase its latest collection in front of Europe’s winter-sport enthusiasts. Best known for its luxe aprés winter wear, Giorgio Armani’s Neve line comes crafted from Italy with plush knits, outerwear and other winter-sport essentials.

From the French Alps to the Swiss mountains, the upcoming activation will see the house open a handful of pop-up shops dotted across four renowned ski spots. Launching on December 21 at Courchevel in France, the tour is scheduled to come to a close in February marked by a special event in Switzerland’s St Moritz where the latest collection will be available to purchase at the Giorgio Armani boutique.

Each pop-up shop is designed with a crisp and contemporary look, taking notes from the neighboring icy landscapes while maintaining the brand’s elegant aesthetic. With large icicle-etched glass panes, they will be constructed to openly display the new collection, allowing passing skiers the chance to take a quick look into the space. Inside, sleek furnishings, soft white light fixtures and the occasional Giorgio Armani logo weave around the exhibited collection for a quaint yet entirely luxury shopping experience.

Take a closer look at the upcoming Giorgio Armani Neve activation in the images above. Dates and locations of the pop-up can be found below, for more details be sure to check out the brand’s website.

Courchevel – December 21
Crans Montana – January 15
St Moritz – February 5
Megeve – February 10

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