At the beginning of the journey
Giorgio Armani is one of the doyens in the world of Haute Couture. He was born in Italy in 1934, and after graduating from school, he decided to become a doctor. However, after 2 years it was decided to part with the medical university, and the future fashion designer went to the army. Having been demobilized in 1954, Giorgio gets a job as a loader in one of the famous supermarkets.
This seemingly banal episode in life became the first step on the path to greatness. At first, the loader was entrusted with the design of shop windows, a little later he was already in charge of purchasing, not forgetting to experiment with creating his own models. Then he truly immersed himself in the world of fashion, having worked for such industry giants of his time as Nino Cerruti, Ermenegildo Zegna, Emanuel Ungaro, etc. Experience is accumulated, ideas are embodied.
Birth of a legend
By 1970, Giorgio Armani was almost forty years old and a famous fashion designer. Working for famous brands, receiving well-deserved fame, he does not feel complete satisfaction from what he has created, does not feel freedom in creativity, constrained by the corporate stylistics of the brands. Giorgio is confident that he knows what the public wants, that he is ready to offer people exactly what is missing in the market.
The thirst for free creativity is also fueled by the designer’s friend, also a fashion designer, Sergio Galeotti. A friend persuades him to take courage and set out on an independent journey. The Armani studio opens.
Sergio Galeotti and Giorgio Armani
The partners prepared the first presentation for 4 years – only in 1974 did models wearing Armani clothes appear on the catwalk. It was an exclusively men’s collection of strict, classic suits. But it was a real stylistic revolution! Designers abandoned the tapered hem and overly emphasized shoulders. They introduced truly sophisticated lines of styles, they created suits as we know them today.
Could the public not notice and appreciate the innovation? Of course not! Armani suits caused a real sensation, and forced the entire press to vying with each other to talk about the collection. The brand gained well-deserved fame; the public bought up all the products and waited with hope for new models. But only the following year, 1975, the Armani brand (full name – Giorgio Armani S.p.A.) was officially registered.
Conquering the world
Also in 1975, Armani presented its first women’s collection. “Nothing superfluous!” the maestro proclaimed and presented elegant women’s business suits made from “rough” men’s fabrics, as well as innovative materials of his own design. The styles held their shape perfectly, perfectly emphasizing the advantages of the figures, reliably masking the flaws. The ladies were delighted!
Armani Empire
In the following stages, Armani’s fame grew and strengthened, although the designer had to go through many difficulties, the main one of which was the loss of his partner – in 1985, Sergio died of AIDS. His sister Rosana becomes Giorgio’s new business partner.
Having recovered from the losses, Armani continues to work, conquering new areas of the fashion industry. The created things have become cramped within one brand, and new brands are born under the auspices of Armani.
The following are known today:
- Giorgio Armani. T.N. parent brand. It is these luxurious ready-to-wear items that are shown on the catwalks of Haute Couture days around the world. Armani himself calls the models of this line “eternal classics.”
- Armani Prive. The same Haute Couture – expensive models produced in a single version that cannot be bought in boutiques. They are produced exclusively to order.
Armani Collezioni. Exclusive ready-to-wear collections, mostly consisting of suits for men and hand-knitted items for women. - Emporio Armani. This brand sells products for modern young people. For those who are not satisfied with the ideals of Haute Couture due to excessive stiffness and classicism. Clothes of this brand are represented quite widely around the world.
- A/X Armani Exchange. A sort of “branded mass market”. It is difficult to imagine a combination of these concepts, but Armani succeeded in this – stylish, elegant and very fashionable things at quite affordable prices.
- Armani Cosmetics. Luxurious and very popular cosmetics and perfumes. Armani perfumes are rightfully considered true classics.
- Armani Casa. Modern interior items. This brand produces almost everything needed for the home: from fabrics to furniture and dishes.
- Armani Accessori. Beautiful and stylish accessories: jewelry, glasses, belts, belts and much, much more.
