Giorgio Armani Presents Its New La Prima Soft Bag

Softness is a hallmark of Armani style: soft tailoring shapes fine fabrics to the body, utilising the excellent tools and techniques provided by Italian craftsmanship. These principles are now applied to a new concept for the la Prima bag, in an exquisite expression of sophisticated deconstruction.

The famous Giorgio Armani model with its trademark clean design is now available in the la Prima Soft version. While the defining characteristics remain the same – the unmistakeable silhouette, the two pleats to add volume to the corners, the total care and perfection in the construction, and the utmost attention to detail – the bag itself becomes softer and more tactile, evolving from design object into a precious body accessory.

Proposed in leathers of the highest quality and pleasant to the touch, such as full-grain Nappa leather and the finest, softest suede, this bag evolves in the same way as a jacket. It is deconstructed and lightened while maintaining its minimal, curated and functional inner, with interior leather pockets. The new model is characterised by a shaped, rounded handle, crafted using ancient leather working techniques. The back of the handle is finished with a long stitch in a thick thread to stabilise the bag when worn on the shoulder. Like the original la Prima, the Soft model boasts a distinctive metal loop but is further adorned with two side clips that allow the addition of a longer shoulder strap, providing double wearability for any occasion. The back of the bag is finished with an external pocket. Available in two sizes, small and medium, this new evolution of the bag accentuates its sartorial qualities and highlights its immediate, practical and everyday nature.