# Italian Luxury Underwear Armani Launches Women's Intimates By Going Like Sixty | Published 2008-08-05 | Fashion Source: Trend Hunter, https://www.trendhunter.com/trends/luxe-undies-armani-launches-womens-intimates References: [wwd](http://www.wwd.com/markets-news/donna-and-giorgio-get-intimate-1701404?module=today#/article/markets-news/donna-and-giorgio-get-intimate-1701404?page=1) & [emporioarmani](http://www.emporioarmani.com/) Since David Beckham brought Armani so much success modeling briefs for men, I'm all a flutter wondering who will shill for Armani's new line of Emporio Armani [underwear and lingerie for females](https://www.trendhunter.com/trends/syrn). The new line of Emporio Armani has four sub sets, [Gardenia](https://www.trendhunter.com/trends/k3-fragrance), Tulipano, Camelia, and Lila. The new line will be at Georgio Armani showrooms and sell for $12 to $50 and up. Aside: when will a fashion house admit they just go for style and don't give a crap about fit, function, form? ## Trend Insights (Trend Hunter) - Score: 4.9/10 - Popularity: 73% | Activity: 66% | Freshness: 8% - Audience gender: 10% men, 90% women - Primary generations: Millennial, Gen X - Top markets: North America ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Fashion](https://www.trendhunter.com/fashion) > [Underwear](https://www.trendhunter.com/underwear) ## Key Themes ### Why This Trend Is Growing - **Luxury Underwear:** Disruptive innovation opportunity: Explore new materials and technologies to create innovative and comfortable luxury underwear. - **High-end Lingerie:** Disruptive innovation opportunity: Integrate technology and smart fabrics into high-end lingerie designs for enhanced comfort and functionality. - **Celebrity Brand Endorsements:** Disruptive innovation opportunity: Partner with influential celebrities and create unique marketing campaigns to promote luxury underwear and lingerie brands. ### Industries Being Reshaped - **Fashion:** Disruptive innovation opportunity: Develop sustainable and eco-friendly manufacturing processes for luxury underwear and lingerie. - **Textile:** Disruptive innovation opportunity: Develop new fabrics and materials that offer both style and functionality in luxury underwear and lingerie. - **Retail:** Disruptive innovation opportunity: Utilize augmented reality (AR) and virtual reality (VR) technologies to enhance the online shopping experience for luxury underwear and lingerie. ## Related on Trend Hunter - [Fashion-Forward Shapewear](https://www.trendhunter.com/trends/calvin-klein-shapewear.md) - [Ultra-Light Intimates Silhouettes](https://www.trendhunter.com/trends/feather-lace.md) - [Dirty-Resembling Luxe Undergarments](https://www.trendhunter.com/trends/dirty-willy-underwear.md) - [Inclusive Lace Collections](https://www.trendhunter.com/trends/parade-that-lace.md) - [Liberating Lingerie Collections](https://www.trendhunter.com/trends/zhilyova.md) - [Romantic Size-Inclusive Intimates](https://www.trendhunter.com/trends/gabi-gregg.md) - [Cotton Underwear Essentials](https://www.trendhunter.com/trends/signature-cotton-collection.md) - [Tongue-in-Cheek Underwear Ranges](https://www.trendhunter.com/trends/debute-x-stripe-stare.md) - [Authentic Fashion House Campaigns](https://www.trendhunter.com/trends/springsummer-2024.md)