How it all began
It turns out that the famous designer Giorgio Armani never dreamed of working in the field of fashion. Moreover, the young Armani sincerely wanted to become a doctor. Enrolling in the medical faculty, he managed to study there for only 3 years, after which he was assigned to work in the military hospital for military service. The harsh reality and hard work of the doctor changed all the plans, and after serving Giorgio Armani returned to Milan and got a job at the popular department store La Rinascente. A little later, Giorgio became responsible for window dressing in La Rinascente, and after that he decided to try his hand at designing clothes.
Before name of Giorgio Armani began to decorate his own brand, he managed to be an assistant to Nino Cerutti, engaged in the men's clothing pattern, and also worked as a stylist under the big names Emanuel Ungaro and Ermenegildo Zegna.
To rent a room for his own studio, which was organized with his friend Sergio Galeotti, Giorgio Armani sold his old Volkswagen.
Brand development
Today, clothes and accessories of the Italian brand Giorgio Armani are, first of all, about fashion and comfort for men. When the brand itself was founded in 1975, its task was to show the male audience new lines, proportions and absence of unnecessary details. In addition, as a designer Giorgio Armani made a mini-revolution, completely remaking the look of men's jackets.
First collections from Armani were both elegant and at the same time slightly rebellious - for example, designer decided to shorten the collars to emphasize the length of the neck, and make the shoulder line more sloping than it was then.
Starting from the first collections a new trend in the Armani style - wearing jeans with tweed jackets has taken root. Shirts with racks or even without collars, instead of traditional shirts, appeared in stores. Fashion critics argue that today Armani style can be characterized by three short rules - elegance, comfort and nothing redundant.
When, by the end of the 70s, Giorgio Armani opened the first store in America, a new market and new opportunities gave a push to the emergence of additional lines of accessories, swimwear and children's clothing. In the early 80s, Giorgio Armani S.p.A signed a contract with L’Oreal for the production of perfumes, and today Giorgio Armani Beauty is a luxury division of this cosmetic giant.
Another interesting fact is that after Giorgio Armani released the legendary Acqua di Gio perfume, all other perfumers suddenly decided to create light and fresh men's fragrances.
A big boom in men's clothing from Armani occurred just after the release of the film “American Gigolo” in 1980, in which the main character of Richard Gere was always dressed in the corporate style of the brand Giorgio Armani.
Already in 2002, under the wing of Giorgio Armani S.p.A, there were 16 reconstructed and 30 new stores in the most strategic cities of the world. Armani began to produce shoes, jewelry “Emporio Armani Jewellery”, design home goods “Armani Casa”.
Armani for women
On the wave of large-scale emancipation in the 1980s, the designer had a great idea - to remake a men's suit to fit a female figure, opening the chest and emphasizing the waist. In subsequent women's collections, Armani was never inspired by the ideas of "unisex." Both in the development of women's clothing, and jewelry, perfumes and accessories - everything that comes from the pen of Giorgio Armani is very feminine and sophisticated.
After Armani changed the look of his usual female skirt suit, Alitalia immediately responded to this breakthrough, asking Armani to design a uniform for flight attendants.
Among celebrities, Armani’s first admirer was Michelle Pfeiffer, after which the list of VIP clients was supplemented with the names Meryl Streep, Julia Roberts and even Sophia Loren, who traditionally preferred only clothes from Valentino.
In 2006, press was buzzing about the fact that designers themselves, and the modeling business in general, bring starving models to serious diseases. The reason for this was the death favorite model of Giordio Armani - 21-year-old Anna Carolina Resto. She died from anorexia. After this incident, Senor Armani tightened the criteria for selecting models. So, now only girls whose body mass index is not below 18 can work with him.
Going on a trip, don't forget to buy something nice for you or your friends. Use Mydutyfree service to get a discount!