Injecting the brand's signature neutral sophistication with a dose of feminine charm, the neologism is designed to convey a coherent yet continuously evolving style. The house's International Make-up Artist Linda Cantello describes it as: "A hint of electric blue adds vibrancy to slept-in smoky eyes. A glossy glow and vinyl lips boost the sexuality. A new sexy Armani!"

Cantello used the Armani Runway Lab collection range, whose products go on sale to the general public following their catwalk debut, to mix and create colors backstage before the show.

To prep the models' skin, Cantello used the Armani Prima Glow-On Moisturizing Balm to hydrate the base. She then applied the brand's Power Fabric foundation, which launches commercially in January, and dotted High Precision Retouch over imperfections. Cheekbones were contoured with Smooth Silk Eye Pencil in shade 10, with a custom-made runway highlighter rolled on to catch the light.

When it came to the eyes, brows were brushed up and darkened with Eye&Brow Maestro in shade 10 "Mahogany" or shade 1 "Obsidian Black" and thin strokes added with High Precision Brow Pencil in the shade "Wenge Wood." Cantello custom made the eyeshadow colors with the Runway Lab, defining the top and bottom water lines in black. She then elongated the shape of the eye by smudging an electric blue shade outwards before adding a thin straight black line to the upper lashes. Finally, a shiny glossy highlight on the outer corner of the eyes added depth, while multiple coats of Eccentrico Mascara in "Obsidian Black" created drama.

The models sported a vinyl-effect lip that was achieved via a custom-made glossy lip color, and their nails were colored with the house's Nail Lacquer in the shade "Bleu d'Armani".

The Armani Runway Spring/Summer 2017 makeup collection will launch as a limited edition in selected stores from February 2017.