Giorgio Armani to Host Up-and-Coming Label Au Jour le Jour During Milan Fashion Week

In an effort to support Italy's fashion design industry, Giorgio Armani launched a program last year that gives one up-and-coming designer per season an opportunity to show his or her latest collection at his theater during Milan Fashion Week.

And just recently, the Italian fashion designer announced who the lucky young talent will be this season - Mirko Fontana and Diego Marquez of Au Jour le Jour. Launched in 2010, this contemporary label is known for its bold pieces decorated with cartoonish prints. Despite only being a couple years old, the label is already sold by selective retailers such as Yoox and Luisa via Roma. Most of the brand's promotion has reportedly been done on social media, which is something Armani said he approves of. "I like the way in which today's young designers seek to establish themselves, in using every kind of channel," Armani told WWD. "I admire resourcefulness and decided to support it. Au Jour le Jour is a collection that the two designers Mirko and Diego were able to promote, above all, through social networks. I hope that my support is a good omen." While Italy doesn't have a program similar to the CFDA/Vogue Fashion Fund or Fashion Incubator, both of which aim to provide assistance to young New York designers, we imagine it might be something the country will implement within the next few years, perhaps under the leadership of Armani. Armani further proved his dedication to supporting Italian fashion back in November when he finally joined the Italian Chamber of Fashion. At first, Armani claimed he would only be a part of the board after all Italian fashion brands had agreed to show their collections in Milan, and even though that hasn't happened yet, the designer still agreed to join the board. Fontana and Marquez will show their fall 2014 collection for Au Jour le Jour on February 22 at Armani's Milan Theater.

#armani #emergentdesigners

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