Porto Cervo, Cannes, Capri, and the Hamptons will become the backdrops for Giorgio Armani’s latest “Mare” campaign.
Giorgio Armani is ready to make waves this summer with a campaign that literally sets sail. The luxury house’s Mare 2025 tour returns with an exclusive string of pop-ups at sun-drenched coastal destinations around the globe, bringing high-fashion polish to the beach crowd. It all launches May 27 in Sardinia’s Porto Cervo, where Armani’s custom yacht Sørvind will race in the Yacht Club Costa Smeralda’s Superyacht Regatta as the brand opens its first seaside pop-up of the season.
After Porto Cervo, the tour makes stops in Cannes and Capri, with a season-long pop-up in Capri’s iconic piazzetta, before a final beach-club takeover on New York’s Shelter Island. Each destination is transformed with Armani’s signature coastal touches – from palm-tree motifs in turquoise and gray to teakwood accents, surfboards, life buoys, Armani/Casa furnishings, and even Armani/Dolci ice cream carts for a sweet touch. These chic seaside scenes set the stage for the Mare Spring 2025 collection’s breezy neutral-toned looks and sporty sand-hued menswear, while Armani continues its partnership with the One Ocean Foundation to add a meaningful eco-conscious undercurrent to this stylish voyage.
