Emporio Armani chooses Paris over Milan for Spring 2017

Italian designer Giorgio Armani

He is an iconic figure in Italian fashion, but this year Giorgio Armani is taking to the catwalk in Paris. 

The designer's Emporio Armani ready to wear line will show its upcoming Spring/Summer 2017 collection in the French capital rather than the usual Milan, reports the Business of Fashion (BoF).

Armani stressed that the move is not a permanent one, citing the reason for the shift as the fact that the brand's Parisian EA Caffé and store in the city's chic Saint-Germain neighbourhood has recently undergone a major revamp. "The restyling of the store and the EA Caffé in Saint-Germain have provided the opportunity to rethink the location and timing of the show," he reportedly said in a statement.

Although rare, this isn't the first time Armani has taken the brand out of Milan -- the designer unveiled his Spring/Summer 2007 collection in London as part of a wider event that included the launch of his Emporio Armani Product RED venture, part of the AIDS-fighting concept spearheaded by U2 singer Bono and activist Bobby Shriver.

The news is the latest shakeup in the fashion calendar, which has seen Burberry and Gucci reveal plans to blend their menswear and womenswear shows and others such as Michael Kors introducing ‘See now buy now' collections.

The Spring/Summer 2017 shows in Paris will run from September 27 through October 5.