Armani Spring/Summer Campaign: A Luxury Interior Set Inside the Real Giorgio Armani’s Milan Home
Some fashion campaigns build a world on a soundstage. Armani Spring/Summer 2026 did the opposite: it walked straight into Via Borgonuovo 21 in Milan, Giorgio Armani‘s own apartment, and let the rooms do half the talking. The message is clear: a tribute to the designer who passed away in September 2025.
Armani has always kept his house in Via Borgonuovo private. So it was surprising to see that the interior featured minimal decor far from the bold, sculptural statement pieces often associated with contemporary high-end brands like Henge. The rooms are filled with pieces from different eras and cultures, offering a glimpse into the life and interests of the great Giorgio Armani.
Inside Borgonuovo 21
The apartment occupies three floors of an impressive 17th-century building in Milan’s elegant Brera district. Armani purchased it in 1982 with the intention of transforming it into a “quiet island” where he could host his closest friends.
American architect Peter Marino designed the interior, blending different styles and eras in the furnishings, ranging from the 1930s to the present.
The apartment features rooms with sand-colored hues and black floors. The bright spaces are distinctive and furnished with designer furniture. In fact, table lamps that echo the design of Aldo Tura‘s are visible in the background of the photos.
The 3rd floor is perhaps the most interesting part of the apartment, but also the most intimate. In a room with a large fireplace, Japanese rugs, and neutral-colored sofas, stands a desk designed by Jean-Michel Frank. It’s at this desk that many of Giorgio Armani’s creations came to life.
A Home That Becomes a Set
In the shooting, the apartment doesn’t behave like a backdrop. It doesn’t flatten itself for the camera. The campaign adapts to the house, not the other way around, turning a private interior into an unexpected but convincing stage.
The camera moves quietly through the space: clothes, walls, and furniture all exist on the same visual level, sharing the frame instead of competing for it.
That balance is reinforced by Vittoria Ceretti and Clement Chabernaud. They don’t pose in the traditional sense. They walk, lean, sit, and pass through rooms as if they belong there.
Armani’s Grammar
The apartment embodies Armani’s style: controlled, minimalist, and confident, yet never ostentatious. This space isn’t about revealing a private life. Rather, it demonstrates how the designer’s language can be applied to clothing and interiors.
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