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A collective of a new generation of talents celebrating Armani beauty values

12th August 2023


Engaging a new generation of mindful beauty enthusiasts who believe in individuality, simplicity, and authenticity. Each GEN A member has their own genuine story of how they discovered Armani beauty. Some were first introduced to the iconic Giorgio Armani Luminous Silk Foundation by their makeup artist. Others connected with Armani as their first designer fragrance experience.

I’ve been using Luminous Silk since my makeup artist introduced it to me on set. There’s no better foundation, and I love its buildable coverage.

Camila Mendes.
Gen A member

GEN A communities

Each GEN A member will invite their communities to follow them through their Armani beauty’s experiences, including their attendance to the Venice Film Festival, where Armani is main beauty sponsor for the 6th year and to Armani fashion shows. They will also join forces to raise awareness about water scarcity and Armani’s Acqua for Life, the brand longstanding initiative that aims to bring clean water to people in water scarce region. GEN A is a natural extension of the longstanding relationship the brand has with the world of filmmaking and comes as a celebration of Giorgio Armani’s life-long love of the cinema.

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