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Emporio Armani SS2012 campaign goes for vintage China

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It’s officially undeniable. Designers have been attempting to cater more to the Chinese luxury market for the past few seasons by integrating traditional design elements, holding key runway shows and opening flagship boutiques in the country.

Admirable, yet predictable efforts, yes, but this time, Emporio Armani infuses Oriental spice into its Spring/Summer 2012 ad campaign. The theme appears to be vintage China, with Asian female models clad in the label’s Spring wares shot against a familiar Far Eastern backdrop (shot on location in Hong Kong).

Photographed by Alasdair McLellan in Hong Kong under the creative direction of Giorgio Armani, the campaign features models Irina Kulikova, Kendra Spears, Tao Okamoto, Wang Xiao and Florian Van Bael.

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