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Brand Focus: Armani
Giorgio Armani, the visionary behind the esteemed empire of luxury and elegance, remains one of the few Italian designers to independently own and run their creation. Armani built his brand on the timeless power of understated beauty and sophistication, and it propelled him to the peaks of success. Here's an overview of the rise, legacy, and influence of Armani.
Brand History
Born in 1934 in Piacenza, Italy, Giorgio Armani initially embarked on a career in medicine, studying at the University of Milan. However, in 1953, he left his studies before completing his degree to join the Italian army.
Following his military service, he pivoted towards his true interests. So, in the 1960s, Armani began his fashion career at La Rinascente, a prominent department store in Milan, and later advanced to a designer role for Nino Cerruti.
In 1975, with the help of his friend and business partner Sergio Galeotti, Armani founded Giorgio Armani S.p.A. in Milan. The brand quickly gained recognition for its clean lines, deconstructed suit jackets, and sophisticated silhouettes. The brand grew rapidly, being stocked in Barneys New York only a year after its inception.
In 1981, he launched the Emporio Armani and Armani Jeans lines. Over time, the brand expanded from a single menswear and womenswear line into a vast empire that includes Armani Casa, cosmetics, perfumes, eyewear, watches and more. Armani now oversees a retail distribution chain of over 500 stores worldwide.
Armani's legacy goes beyond the triumph of his fashion empire; it includes his profound impact on fashion and design. In 1982, he became the first fashion designer since Christian Dior in the 1940s to grace the cover of Time magazine.
In recognition of his efforts to promote Italian craftsmanship, he was appointed Grand Officer of the Order of Merit of the Italian Republic in 1986. Armani also counts the CFDA International Award amongst his many accolades.
Armani supports various charitable initiatives, including healthcare, education, environmental conservation. He is also dedicated to uplifting the creative community.
For instance, he created his own catwalk presentation space, the Teatro Armani, in 2013. This space has enabled emerging designers like Stella Jean and Andrea Pompilio to showcase their collections during Milan Fashion Week.
What is the Brand Known For?
Armani is renowned for its minimalist yet sophisticated aesthetic, epitomizing understated elegance. The brand's designs often feature neutral colours and soft tailoring, making it a steadfast choice for customers who prefer to exude confidence and timeless sophistication rather than provocative extravagance.
Armani's collections span various lines, each catering to different facets of modern living:
• Giorgio Armani: The high-end, original line offers luxurious ready-to-wear clothing, accessories, and fragrances, embodying Armani's signature style with tailored suits, evening wear, and timeless classics.
• Emporio Armani: This younger, more accessible line targets a fashion-forward audience with contemporary and casual clothing, accessories, and eyewear.
• Armani Exchange: Known for its urban and youthful vibe, Armani Exchange offers trend-driven fashion, including denim, activewear, and accessories.
• Armani Privé: The haute couture line features exclusive, meticulously crafted pieces for red carpet events and special occasions.
Armani usually keeps to itself when it comes to brand collaborations, having only engaged in a couple, namely Emporio Armani x C.P. Company in 2022 and Emporio Armani x Our Legacy in 2023.
The brand's timeless designs have made it a favourite among celebrities, political figures, and tastemakers worldwide.
Armani's presence in film and entertainment covers dressing celebrities for the red carpet as well as creating movie-magic on camera. The designer, heavily inspired by cinema, has outfitted over 200 movies, including "American Gigolo" and "The Wolf of Wall Street."
The Faces Behind the Brand
Armani is privately owned by its founder, Giorgio Armani, who holds the majority stake in the company. He co-founded Giorgio Armani S.p.A. with his late partner, Sergio Galeotti.
Giorgio Armani still maintains full control over the brand, making it one of the few major fashion houses that remain independent and privately owned. He serves as the creative director, with Alan Prada, the ex-editor-in-chief of Harper's Bazaar Italia and Esquire Italia, acting as his right-hand man.
Real or Fake?
To ensure authenticity, it is safer to buy from authorized retailers or directly from the Armani website.
To make things easier, however, starting from the Autumn/Winter 2018-2019 season, the Armani Group adopted Certilogo® technology across all lines to protect consumers and the company from forgeries. Each item has a special recognition code, allows anyone to scan the code and verify the authenticity of the product from a PC, tablet, or smartphone.
Armani's dedication to craftsmanship, quality, and innovation has solidified its position as a leader in good taste. From its minimalist designs to its global reach and philanthropic efforts, Armani continues to set the standard for luxury and elegance, making it a brand that embodies both tradition and modernity.
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