Armani: brand history. History of the Emporio Armani brand

No more Armani Jeans for you. Italy's Giorgio Armani Group has decided to restructure and streamline its brands by merging Armani Collezioni and Armani Jeans with Emporio Armani starting from the S/S'2018 season, so everything up to that point will now be considered old. Rare. Collectible, if you will. Almost like with the release of a new iPhone - they didn’t really have time to play enough with two cameras and portrait mode, as it is already red and #all out. Joking aside, a large Italian company, perhaps one of the most important on the national fashion market, is heading into the future. Let's see what it will be.

The Armani brand portfolio will now look like this: Giorgio Armani, Emporio Armani and A|X Armani Exchange. Don't forget Armani Privé couture, Armani|Casa furniture and home furnishings, Armani hotels, Armani|Fiori colors, Armani|Dolce and Armani Junior sweets. As of the end of 2015 (latest available data), there were 165 Giorgio Armani, 338 Emporio Armani, 754 Armani Collezioni, 238 A|X Armani Exchange, 880 AJ Armani Jeans, 198 Armani stores in 60 countries. Junior and 56 Armani/Casa stores.

Giorgio Armani himself is sure that a clear division of lines within the brand will make Armani more understandable for customers with different purchasing power who want to go to the store and get what they are looking for. Due to the fact that today the buyer sees many collections at once, he may not quite adequately perceive the brand - for some it is associated with forty-dollar T-shirts, for others - with perfectly fitting trouser deuces, appropriate both in the office and on the red carpet.

Depending on the size of the price tag, the brand hierarchy within the company is as follows: Giorgio Armani Privé, Giorgio Armani, Emporio Armani, EA7|Emporio Armani, Armani Collezioni, AJ|Armani Jeans, Armani Junior and AX|Armani Exchange. For some, only the name Armani is important, for others - everything else (although the difference between Giorgio Armani and Emporio Armani, as well as pricing, is sometimes very vague).

Before I talk about the history of the brand and Giorgio's path to success (I swear, there is only one thought behind all this, which I will voice at the end), I want to dwell on the issue of diversifying product lines. Perhaps, 80% of brands at one time took the path of breeding lines - some contacted licensing and sold others the right to put the company logo on their products (this was actively traded in Pierre Carden and Yves Saint Laurent), from which, in turn, from products signs of up-market were erased; others simply independently actively produced new lines - expensive, cheaper, expensive for women, cheaper for men, a little for children, a small fraction for dogs, bags, wallets, sportswear, perfumes, cosmetics, glasses, watches, household goods, stationery and further down the list - it is very fond of monetization-prone Americans like and. Back in the 2000s, this worked, but now everything is different - in order to sound louder, brands clearly define their client. And yes, “a self-confident woman from twenty to forty, living in the rhythm of a metropolis” is a bad target audience. They abolished the second line, which was still made in China, making the main (expensive) line a little more accessible. It became clearer. closed the 2000s symbol D&G, focusing on the commercially successful first line plus alta moda. And also Burberry (combining Prorsum, Brit and London under one name). And the list doesn't end there. Today's successful brands are trying to be as clear as possible - if Chanel and Christian Dior are expensive, then there can be no halftones. Prices for Vetements are also not falling. As, however, and on bags.

Giorgio Armani was born in 1934 in Piacenza, Italy, in the Emilia-Romagna region. World War II left a big imprint on Armani - both external and internal. A gunpowder accident at the age of nine left Giorgio in the hospital with significant burns. For twenty days he did not open his eyes - everyone was afraid that his sight would not return. To remove the remnants of burnt skin, the boy was placed in a vat of alcohol. In each of the interviews, echoes of a terrible military childhood slip through - so she and her brother decided to put on a performance in a makeshift puppet theater, rehearsing roles in different voices all night and drawing one hundred and fifty (!) Tickets by hand. Then shelling and urgent cancellation of the failed performance. And so not once.

Since childhood, Giorgio was interested in anatomy and even spent two years in medicine at the University of Piacenza (he was forced to leave his studies due to the need to serve in the army). And then it was necessary to earn a living (because of Mussolini's support, the designer's father ended up in prison), so it did not work out with the continuation of his medical studies. But it happened with perfectly fitting suits.

His fashion career began back in 1964 as a window dresser (today's visual merchandiser) and photographer in a Milan department store. By the way, he is still good at presenting goods to the client correctly - even at the head of a large fashion empire, before opening each new store, he himself corrects the layout of goods to make sure that everything here is Armani-like. Perfectionist. Strict to himself and to others. He worked at Hitman, a menswear company where he learned a lot about fashion design and fabrics, and at Nino Cerruti.

In the seventies, he met the architect Sergio Galeotti, who, seeing the talent of Giorgio (who at the time of founding his own house was - for a minute - forty years old - nowadays if a man has not succeeded before forty, it is customary to put an end to him) convinces him to sell his Volkswagen Beetle, and with the money received, rent an office, hire two workers and start your own business. In 1975, the first personal collection of Armani was released - first for men, and a year later for women. In 1979 Giorgio Armani Le Collezioni and Mani appear, and in 1981 Emporio Armani and AJ/Armani Jeans are born. Ten years later, the youth A|X Armani Exchange comes out. In the first year, Armani's revenue was $14,000, and ten years later - $100 million.

In the eighties, Giorgio Armani made an evolution in the boring wardrobes of a businesswoman, diluting them with bright floral print skirts, as well as offering juicy color trouser deuces. While many European designers quickly became popular in America, they began to buy Armani overseas only after the film "American Gigolo" with Richard Gere (1980) and the series "Miami Vice" (1984-1989).

In 1985, Sergio Galeotti dies of AIDS. For the designer, it was both a personal loss (Sergio was his close friend) and a professional one. Many industry insiders said that there would be no company without Galeotti's clear management, but Giorgio showed himself not only as a visual and designer, but also as a talented manager, multiplying what was created together. In an interview, Armani was asked if he would like to sell the company. He replied that while he was alive, he would be at the helm.

Now Armani is eighty-two. Every morning begins with a half-hour half-jog, gymnastics and strength exercises. Cups of coffee, toast with honey and yogurt with fruit. He takes on a lot and succeeds everywhere. For example, the couture line appeared in 2005 as a challenge to oneself - "can I?". Smog.

In 2008, Giorgio Armani bought Milan's Olimpia Milano (a.k.a. EA7 Emporio Armani Milano) basketball team. The 82-year-old designer says he's become so engrossed in sports management that he rarely misses meetings, while the once-out-of-match team is picking up pace again, winning the Italian championship in 2016, for example.

Armani does not just dress elegant men and women, at one time he created uniforms for the Italian, England football team, Chelsea FC, as well as individual eminent athletes - Cristiano Ronaldo, David Beckham, Serena Williams, Rafael Nadal and others.

In 2015, the group's revenue reached 2.64 billion euros (for comparison, in the same year they "made" a little more than 3.5 billion euros). 2016 turned out to be difficult - at least, the company representatives say so themselves - revenue fell by 5%, and it will take at least two years to reach at least the previous level. Perhaps the current reorganization of the company is connected with the need to return the lost money. And he will return, multiplying, for some reason I have no doubt.

You can talk about Armani and Armani for a long time - analyze the lines, compare prices, praise or scold the minimalist lamps / plugs / sofas that he creates, but there is hardly anyone in modern fashion who can approach Giorgio energetically. A person-brand teaches us not to drive ourselves into the framework of time, money, education, conventions. A lot of work, a lot of work. Do what you believe in yourself. Do cool and good quality. Do not be scared. Knock on the right doors. And, perhaps, do not shoot blanks - this is the only way everything will work out.

Photo: nytimes.com, highsnobiety.com, interviewmagazine.com, gq.com, harpersbazaar.com, facebook.com/ARMANI.

History of the Armani Brand

Giorgio Armani can be called the godfather of Italian fashion. This couturier became famous primarily for his menswear collections. His career has been called phenomenal. Having made his way from a young designer of curtains and curtains to a maestro of haute couture, he acquired his own style - the Armani thing cannot be recognized among others. He became famous in the fashion world only at the age of 40.

From 1964 to 1974, Giorgio worked at the famous fashion house Nino Cerruti, leaving which he began to create his own brand. It took him 10 years to do it. Initially, it was clothing for men, but a year later, in 1975, a women's line appeared. He was soon joined by his sister, Rosanna Armani.

In 1976, Giorgio Armani presented his first ready-to-wear collection, Giorgio Armani Borgonuovo, to the world. She instantly brought him fame and money. His jackets, similar to men's, unusually comfortable and sexy, became an instant hit. Many skeptics believed that this was only a short flash, then he would not be able to come up with anything new. But Armani only strengthened his position and was not going to give up. After a year of successful work, Giorgio Armani began to increase the portfolio of customer orders and expand its presence in Europe. Armani gained international fame after he acted as a fashion designer for the hero Richard Gere in the film "American Gigolo" in 1980.

Giorgio proclaimed absolute minimalism as the main principle of his work. And today the style "from Armani" is determined by three rules: nothing superfluous in decoration, comfort and elegance. Armani is a designer in the broadest sense of the word. During his work, he managed to present not only fashionable clothes, but also his visions of home accessories. Cosmetics Giorgio Armani, a network of fashion cafes around the world - his taste and style penetrates into all new areas of life.

Armani Exchange - the line, opened in 1991, grows in price every year due to its growing popularity.

The Armani Jeans denim collection is one of the most accessible.

Armani Casa showcases Armani interiors - from furniture to cutlery. This is one of the most expensive lines.

Emporio Armani presents clothes for young fashion followers.

People who do not seek to look younger and are proud of their true age should dress in Armani Collezioni.

Armani Prive is the first collection to be shown live on television. Things of this label are not sold in stores.

There are also Armani Donna, and, one of the most unexpected, Armani Books - a small library under the name of a couturier.

Armani's success is that he loved things that age - things that have stood the test of time and become a living example of success in their field. He considers it necessary to pay attention to the smallest details. In order to create something good, he focuses on them. Armani sincerely believes that his clothes make people feel better - they make them feel their wealth, their happiness to a greater extent.

November 14, 2012, 11:15 am

History of the Burberry Brand

The history of the famous British fashion house Burberry has its roots in the middle of the 19th century, in 2006 Burberry celebrated its 150th anniversary. Thanks to its centuries-old history, the Burberry house is considered the embodiment of true English traditions.

The founder of the house is Thomas Burberry. It all started when Thomas invented gabardine - an incredibly durable, practical and comfortable material that was ideal for sewing outerwear. Therefore, it is not surprising that Burberry originally specialized in sewing raincoats. It was the raincoat, at first called "slipon", and later "trench coat", that brought Thomas fame and made it possible for further development. During World War I, Burberry received a government order to produce half a million trench coats adapted to military uniforms. This order brought Thomas millions.

Today, the Burberry fashion house deserves a prominent place in the fashion world and in the international market. Designers of the house constantly delight the world community with luxury collections, make an invaluable contribution to the development of the fashion industry. For quite some time now, the focus has been on the promotion of two Burberry clothing lines:

Burberry Prorsum. Models from this collection, presented in Milan, set fashion trends and are very popular all over the world. These are luxurious and experimental clothes that only wealthy upper-class clients can afford.

Burberry London. The basis of this collection is the English tradition of sewing and the history of the brand. Jeans, t-shirts, sweaters, shoes, handbags and small skirts - the classic line of Burberry London - are the House's "business card".

In addition, the Burberry Fashion House successfully implements another Thomas Burberry line, which presents children's and teenage clothes, watches, glasses, accessories and perfumes.

To date, the creative director of Burberry is Christopher Bailey (Christopher Bailey), who previously worked at Gucci and Donna Karan. In 2006, he was named British Designer of the Year at the traditional annual British Fashion Awards.

Giorgio Armani is a great couturier and a great creator who has become a true legend in the fashion world. His signature style and subtle sense of trends have made him one of the best designers in the history of the Fashion industry. His creative path is one endless road up. But is it worth saying that the fate of this great man has always been easy and cloudless? Probably not. After all, everything in life (including success) has a price. And the great Italian couturier certainly knows about this, like no one else in our world.

Childhood and family of Giorgio Armani

As befits any decent fashion designer, Giorgio Armani was born in the true country of fashion - Italy. His hometown was the large and lively Piacenza, famous for its restaurants and the football club of the same name.

How to dress properly, the secret of Giorgio Armani

However, at an early age, all this was of little interest to our today's hero. As a young man, Giorgio dreamed of becoming a doctor. With this idea, he entered the prestigious University of Bologna. But after studying in this place for about two years, he suddenly clearly realized that medicine is not what he really needs. Leaving the university, Giorgio went to the army for a couple of years, and then began to think about his future career and fate. During this period, photography became one of the hobbies of the future couturier. He dragged everywhere with his favorite camera, trying to find the necessary plot and the necessary angle. Seeing such a craving for beauty, one of his acquaintances offered him a job as a window dresser in a large Milanese department store La Rinescente. Giorgio, who at that moment was looking for a suitable job, agreed without hesitation. And soon he took up his duties.

By the will of fate, this Milanese department store became a field for creativity for the great master. The work of Giorgio attracted the attention of the owners of this place, and very soon our today's hero began to quickly move up the career ladder. Some time later, he was assigned to conduct the purchase of Japanese and Indian goods, and then personally make plans for the purchase of clothing.

In this place, Giorgio Armani first became interested in fashion and style. Compilation of collections and selection of suitable models became a real obsession for him. And very soon, unable to be satisfied with other people's products, the great Italian began to create his own sketches.

After working at the La Rinescente department store for several years, Armani moved to another job and in 1961 was hired as an assistant to another great compatriot, Nino Cerutti. Giorgio worked with him for six years, during which, tirelessly, he sewed, cut, drew patterns and created new models for the Hitman company owned by Cerutti.

Six years later, Armani's career entered a new phase. During this period, a native of Piacenza works with such famous masters as Emanuel Ungaro, Ermenegildo Zegna and others. Since 1970, Giorgio, as a kind of freelance artist, has been creating new clothing models for several Italian fashion houses at once. In 1974, Armani formed his own clothing line. This moment is considered to be the beginning of the star path of the great Italian master.

Giorgio Armani's road to the stars

The show of the first collection presented under the Giorgio Armani brand was a great success. In 1975, on the wave of popularity, Giorgio Armani, together with his friend Sergio Galleoti, registered the company Giorgio Armani s.p.a.

Over the next few years, the company, created by the eminent native of Piacenza, began to rapidly gain momentum and very soon became one of the largest on the planet. The brand's products are based on exclusive lines of men's and women's clothing, as well as collections of shoes, haberdashery, watches, accessories, and jewelry. In addition, some time later, under an exclusive agreement with the French company L'Oreal, the company Giorgio Armani launched the production of branded toilet water, which received the name of its creator - Armani.

To promote the brand around the world, as well as to search for target buyers, the fashion house of the eminent native of Piacenza created five distinctive divisions, each responsible for its own line of business. Thus, haute couture clothing is produced under the brand name Giorgio Armani, ready-to-wear clothing designed for the mass market - under the brands Armani Collezioni and Armani Exchange. The Emporio Armani brand is focused on the production of products of the “middle” price category and occupies an intermediate position between mass models and haute couture models. Collections for young fashion connoisseurs are presented under the Armani Junior brand.

Giorgio Armani in Moscow

On the wave of success, the clothes of the famous Italian company became popular among many Hollywood stars. So, over the years, Leonardo DiCaprio, George Clooney, Robert De Niro, Tom Cruise, Jodie Foster, Julia Roberts and many, many other movie stars dressed in outfits created by Giorgio Armani. According to some reports, about 90 percent of the men's outfits at the Oscars were created by an Italian couturier. In addition, the outfits of Giorgio Armani can be seen in the films of Paul Schroeder and Brian De Palma, who collaborate with the famous couturier on an ongoing basis.

Not alien to the concept of fashion and style and professional football players. So, Giorgio Armani is the author of the concept of the form of the London football club Chelsea.

For his many years of work and invaluable contribution to world fashion, the great Italian was awarded the Order of the Legion of Honor.

Personal life of Giorgio Armani

To some extent, the price for success was the long loneliness that has been haunting Giorgio Armani for many years now. The great designer never married. He does not have kids. His only relative in life is Robert Armani's niece, who works in the company of an eminent uncle with VIP clients.

According to some reports, which, however, did not find unambiguous confirmation, for a long time Giorgio was in love with his friend and partner, Sergio Galeotti. The two of them were close for a long twenty years, supporting each other in every possible way in any difficult moments. That is why, after the death of a friend (or lover?) in 1985, Armani fell into a protracted depression, and also began to seriously think about leaving creativity. However, in the end, he nevertheless decided to remain in art.

Armani Group is one of the most powerful retail chains that produces clothing, jewelry, perfumes, accessories and interior items.

The company was founded in 1975 year in Milan, its founders were Giorgio Armani, the current president of the company, and Sergio Galeotti.

The first Armani men's collection was released in 1974 year. For the first time in the collection of men's jackets, Giorgio rejected the generally accepted principles of that time and released jackets without shoulder pads and without narrowing the product down.
1975 - registration of Giorgio Armani S.p.A., the first women's collection was released: Giorgio Armani Borgonuovo 21. In the women's collection, Armani reflected men's fashion: in clothes he borrowed hard details that were not characteristic of dresses of that time, the fabric used mainly classic shades, without bright extravaganza of juicy shades . In the same year, youth, beach and sports lines of clothing and accessories are added to the fashion house.

After some time, Armani Group presented a collection of fashionable clothes spring-summer 1976 , it brought unprecedented success and the following year turned out to be very fruitful. The company began to expand the list of contacts and actively promote itself in the European market. A key developmental milestone was 1978 when Giorgio Armani signed the license agreement, the document made it possible to create new projects. The director was provided with headquarters equipped with showrooms.

Armani Group rapidly developed and entered the international market. Back to top 80s years it was considered one of the most successful. By that time, the retail chain had released a collection of underwear and bathing accessories: Collezioni, Mani, Armani Junior, Giorgio Armani. Start 80s became a significant stage in the life of the Armani Group. Then a lucrative agreement was signed with L'Oreal (formerly H.Rubinstein), which involved the release of perfumes. During this period, the opening of a store in Milan falls, the company has strengthened the commercial divisions and developed its management concept.
For the first time on the cinema stage, Armani branded suits 1980 were chosen as actor Richard Gere in the film: American Gigolo.

Before the beginning 90s cooperation began with Itochu Corporation and Seibu Department Store, and a contract was signed with Luxottica Group Spa. Armani Group decided to start producing branded glasses. 1988 - the lines were launched: Armani Occhiali (collection of sunglasses) and Giorgio Armani Calze (collection of hosiery).

AT 1982 2 more lines from Armani were launched: Emporio Armani and Armani Jeans. Emporio Armani is the second line after the main Giorgio Armani pret a porte class. Armani Jeans - Models made from cheaper materials are available for mass sale in 130 boutiques around the world. Boutiques open in Milan: first Emporio Armani, then Giorgio Armani. An agreement was signed by Giorgio Armani and the French cosmetics company L’oreal on joint activities and the subsequent release of fragrances. And in 1982 2009, the women's fragrance Armani Le Parfum was created, the perfume belongs to the floral-fruity category. The fragrance is especially revealed in the autumn season and is perfect for young ladies because of its sweet-flowery aroma.

In the same year, Armani presents to the public a fragrance that the designer created for himself and after many years every admirer of Armany's work can feel it, a fragrance for men: Armani Eau Pour Homme.


AT 1985 Giorgio's best friend and co-owner of the company, Sergio Galeotti, dies due to AIDS. Giorgio's sister Rosanna Armani comes to replace the partner in business.
AT 1990 departments of the company engaged in the production and development of collections for different price sectors of sales were created: Giorgio Armani, Emporio Armani and Mani.
Inspired by the streetwear of the young generation, couturier Armani has created a new line Armani Exchange in 1991 year. This line differs from the main line in generally affordable prices and mass sales in Armani boutiques around the world.
The Ea7 Emporio Armani sportswear line was created in Giorgio Armani's house in 1994 year. The collection includes clothes from summer T-shirts to winter down jackets, from compact practical handbags to bulky backpacks, among shoes you can find both flip flops and sneakers, in general, the range of clothes, shoes and accessories is quite extensive and varied.
1996 - A collection of sportswear for winter sports Armani Neve (Snow), a collection for golfers, was created. Later - the direction of Armani Classico, which is engaged in the development of clothes, shoes and accessories in an office - business style for business men and business ladies.
AT 1999 In 1999, an Internet retail network was created. AT 2002 The year the company opens many stores around the world, during this period begins a career in China, where boutiques were also opened. Subsequently, the Armani Group developed a strategy for the production of goods.
2000 - Opening of the Armani Nobu restaurant in Milan. The interior captures the luxurious Armani style, modern techno style, complementing the design of this establishment with dishes of Oriental and Japanese cuisines in a Peruvian style.

Giorgio Armani Cosmetics was founded in 2000 year. In the same year, the first collection of cosmetics of the same name was released. The maestro's experience in the field of fashion and design served as the basis for creating his own unique cosmetics. By the way, Giorgio Armani is the first beauty brand to offer a set of brushes for applying makeup, making it much easier to adjust the density of the texture and the intensity of its color.

Giorgio Armani has always been and remains the standard of the highest quality and style, and this is not surprising. Indeed, in order to create perfection in the field of fashion, the maestro always set high requirements for himself. The same goes for cosmetics.

Cosmetic products, regardless of their texture, are easily mixed with each other, creating a unique individual image.

AT 2002 - In the American magazine Forbes, Giorgio Armani was declared the Best Designer of the Year.
For the first time, a multi-brand Armani boutique opens in Hong Kong in the Chater House complex, which occupies a total of 3,000 square meters. m.
The company is creating a new line of Emporio Armani Jewelery accessories, the jewelry collection is presented mainly in silver and gold.
AT 2003 In the year many shops were opened, the old ones were reconstructed and became more perfect. At the same time, the Armani multi-brand store was opened in Munich, its area was 1000 square meters. AT 2004 Wolford AG receives a license from the Armani Group in 2009, the document involves the production of knitwear. After some time, several ideas were added to the founder's plans, namely, to open five-star hotels with the same name. AT 2005 In the following years, the Armani Group continues its rapid development and opens many beautiful stores.

At the Fashion Group International Night Of Stars ceremony, where the most prominent personalities of the fashion and design world gather, in 2004 Giorgio Armani was honored with the Night of Stars award and received the Superstar Award.
2005 - Presentation of the Armani Privé (prive) Couture collection at the Haute Couture Week in Paris. The collection included many elements of outerwear made of fur, satin in suits, even iridescent silk, on women's blazers, small lovely roses occupied the place of buttons.

For the Winter Olympics, Italian flag bearers in 2006 opted for custom-made sportswear from Armani.
AT 2012 5-star hotels were opened in Milan and Dubai: Armani Hotel Dubai, Armani Hotel Milano, the Giorgio Armani design team worked on the creation of interiors.

Emporio Armani is a subsidiary of the fashion house Giorgio Armani. It strikes a perfect balance of the understated elegance of the iconic designer,

and democratic interpretation of traditional fashion formats. The results of experiments with classics and casuals in the vein of avant-garde fashion are available twice a year

see in the pret-a-porter collections of Milan Fashion Week. They also allow fans of the brand to see the new Emporio Armani sunglasses and frames, on

bow which flaunts imperial eagle.

The perfect time was chosen for the debut of the brand in 1982. Another wave of popularity swept Armani's house after the premiere of the film "American Gigolo",

in which Richard Gere was dressed in Armani clothes in almost all episodes. To make the brand even closer to a young and wealthy audience, the master introduced a sub-brand

Emporio Armani is Italian luxury, but 100% in line with the spirit of the times and the fashion of megacities.

STYLE

The design of glasses and frames by Emporio Armani becomes more creative and bold every year. If in the basic collections of past seasons the emphasis was on the classics

and sport chic that has become familiar, since 2015 the brand has headed for the avant-garde. Appearance of futuristic and somewhat extravagant "space" models

They are balanced by the traditional conservatism and minimalism of the parental home.

In the Emporio Armani Eyewear signature style, elegance plays the first violin in everything - from forms to nuances of decor. The desire to stay away from the primitive

“beautifulness” is especially strongly felt in the interpretation of classic styles. Glasses performed by Giorgio Armani become in any image, if not dominant,

then at least one of the most influential details.

COLLECTIONS

There is no formal division of the collection of Emporio Armani sunglasses and frames. But in the past few years, the basic design features of accessories have determined

4 aesthetic directions - classic, glamour, sport-chic and avant-garde.

CLASSIC

Simple color combinations, a strict universal palette, understandable and familiar styles of frames, Giorgio Armani's team manages to make them trendy, but at the same time relevant.outside of seasonal trends. Aviators in a metal frame, neat tishades, rectangular models with minimal lens curvature, trapezoids with an increased pantoscopic angle -they all look appropriate with a business suit, and a set with jeans and a polo.

Glasses like a girl, glasses like a boy

RETRO GLAMOR

Emporio Armani women's sunglasses appeal mainly to this format. Catchy oversized models, flirty cat`s eyes with frames of watercolor shades,with gradient and opal frames will be a worthy addition to a romantic, bohemian or eclectic look.

SPORT CHIC

Democracy and comfort, the lack of which in everyday fashion was felt by Giorgio Armani on the eve of the creation of Emporio Armani, have been the basis for the design of sports-style glasses since the 80s.Among them are pantos with massive frames, streamlined rectangular models, accessories similar in configuration to swimming goggles, moderately aggressive ranger “drops”.

The sports eyewear uses mostly safety polycarbonate lenses with mirror coating, polarization and 100% UV protection. Temples and frames can be madefrom combined materials, for example, acetate and metal.

Glasses Emporio Armani EA 4029 5063/8G

VANGUARD

Avant-garde glasses from Emporio Armani borrow the aesthetics of futurism, steampunk and pop format. Spectacles with fixed monolenses looked especially impressive in the latest collections.over a thin "wrong side" frame, and men's large trapezoid models with a chopped nylon frame. The real discovery of the FW`16-17 show was round glasses with temples connecteda stopper in the form of a telephone wire, and models with an ultra-light massive plastic jumper on the eyebrow line.