James Reid and Manila’s big Italian luxury fashion takeover

Forget Milan, Paris, or Tokyo. When EA7 Emporio Armani mapped out its biggest flagship on the planet, all eyes landed squarely on Manila. Spanning 320 square meters of sleek Italian design at SM Mall of Asia, the world’s largest EA7 space just landed, quietly signaling a huge power shift for the local retail scene.

And holding court at the center of it all? James Reid.

For Reid, pulling up to the 16 September launch wasn’t just a standard photo op. His history with the house goes back to January 2024, when he made his Milan Fashion Week debut alongside partner Issa Pressman—a trip that led to an iconic, backstage meeting with Mr. Armani himself.

“I met him on the catwalk after the show, it was quite special meeting him for the very first time,” Reid told press, including DAILY TRIBUNE. “It was such a huge honor to be able to be there. Hopefully I get to go back.”

Sitting front-row next to a global fashion crowd — Josh Beauchamp, Naska, Glenn Yong, Patrick Schwarzenegger, Harry Lawtey, and Leo Woodall — Reid was right in the mix of a runway moment that made serious noise.

With the legendary designer passing the following year at 91 due to liver failure, that Milan link carries an even richer, full-circle weight now that EA7 has planted its biggest flag in Reid’s hometown.

Back in Milan, Reid gave us high fashion restraint, stepping out in a sharp, monochromatic tailored black suit and coat. But for the Manila opening, he shifted gears completely, showing off the house’s range in the beige EA7 Logo Series Hoodie with dark green vertical stripes down the sleeves. It was effortless, cool and effortless proof of how high-performance athletic gear translates into modern off-duty style.

That same high-contrast energy is built right into the store’s interior. Clean geometric lines mimic the EA7 logo, anchored by silver metal textures, live LED walls, and finishes shipped straight from Italy. Crimson accents give a subtle head-nod to Olimpia Milano basketball, while deep signature Armani blue keeps the whole space tied to the core luxury house.

It’s an ecosystem designed for movement, bridging high fashion with seven distinct sporting lines —training, tennis, basketball, driving, water sports, mountain sports, and golf — plus an effortless leisurewear line for those who just want the aesthetic.

With new flagships already lined up for Glorietta and SM Megamall as part of a major regional footprint, EA7 is making a serious statement in Southeast Asia.