New old Armani. Giorgio Armani (Giorgio Armani): biography, photos and brand history

It has long been known that the demand for any brand is determined by the number of its fakes. Not a real Armani brand (Armani) is very difficult to distinguish from the real one, so they learned to fake it. People like to wear the clothes of this fashion house, use perfumes and accessories. The fact that a person has a thing with the Armani label speaks of his good taste, style and success.

Giorgio Armani was born on July 11, 1937 in the northern Italian province of Piacenza (Piacenza) in the region of Emilio Romagna (Emilia Romagna), 67 kilometers from.

His father Ugo Armani met his future wife Maria Raimonda during an amateur performance. They both loved art, were creative people and had good taste. In the 30s of the twentieth century, Italy, which was under the control of a dictator, was not the best place to live for ordinary people. But the young people fell in love with a friend and got married, creating a family and giving birth to three children. Giorgio had an older brother, Sergio, and a younger sister, Rosanna.

The head of the family worked as a simple accountant, and the mother, like a real one, took care of the house and children. She spoiled the children as much as possible, was always interested in their affairs, arranged family puppet shows and instilled in them a love of art.

Giorgio already then began to invent and sew toy costumes. Initially, sketches appeared on paper, then on puppets for the performance. Then Rosanna's dolls were all trimmed with an active brother.

When the war started, Hugo and Maria decided that it would be safer for the children in the countryside, sending them there away from the city. But the shelling began there too. Once Giorgio and Rosanna were on the street during the attack, there was only a ditch nearby, there was nowhere else for the children to hide. The brother, as best he could, reassured his sister, covering him with his jacket and wiping her tears. The war hardened the character of the future fashion designer, making him strong-willed, fearless, resolute.

After the war, the Armani family moved to Milan. Giorgio was very fond of cinema, the profession of an actor attracted him like a magnet. But the post-war devastation, hunger, poverty, epidemic diseases and deaths prompted the young man to go to study as a doctor. He wanted to become a missionary, to help all those in need for free.

Entering the Faculty of Medicine at (Université de Bologna), he could not study there for more than 2 years. The sight of blood became an insurmountable obstacle to continuing his studies. The young man could not look at the wounds, be present at the autopsy, and soon dropped out of school for the sake of. At this time, Giorgio became seriously interested in photography, he tried to find a subject everywhere and capture it. This passion led the young man to his first job.

fashion designer career ladder

In 1957, the soldier returns home and begins to work at La Rinascente. He was assigned to supervise window dressing. The work was interesting, but he felt a huge potential in himself, which needed more space to realize.

After some time, the executive and responsible employee was entrusted with the management of a small experimental store. He had business trips to England, new acquaintances, bold creative ideas. He began to independently purchase goods from Japan and India. Armani's career was rapidly going up. Soon management entrusted him with drawing up a purchasing plan for the department store. Giorgio was so captivated by the selection of suitable clothing models that he began to develop his own sketches himself. These were the outfits that he could not find in the proposed collections, but he felt the need for them from buyers.

After 7 years of painstaking work in a department store, Armani meets fashion designer Nino Cerruti (Nino Cerruti). In 1961, the couturier invites Armani to become his assistant and develop models for new collections. Giorgio's first works went on sale under the Hitman brand.

In 1966, during another vacation at the resort (Forte dei Marmi), a freelance designer meets the architect Sergio Galeotti, who is 11 years younger than Giorgio. The young people showed mutual sympathy and soon Sergio leaves his family to move to Milan to a friend.

In 1970, Armani creates his own studio and works with two major fashion designers at once: Ermenegildo Zegna and Emanuel Ungaro. Giorgio also sells his models to some Italian Fashion Houses.

In 1974, Sergio persuaded his friend to create. They did not have free funds to invest in the business and in order to organize it, they had to sell Volkswagen. Giorgio was a talented fashion designer, but he could not promote the brand. All financial matters and advertising campaigns were successfully managed by Galeotti. The company was named "Giorgio Armani s.p.a.". Giorgio launches his line of menswear under the Giorgio Armani brand. The presentation is a great success and in 1975 Armani presents a collection of clothing for women.

For two years the company rapidly grew and developed until it became one of the largest in the world. This was facilitated by the incredible flair of Armani himself and the competent financial policy of Galeotti. Sergio brought models of men to the podium in tweed jackets and jeans. He was the first to diversify the color range of men's clothing for leisure.

Activities

Simply dressing men and women in high-quality and beautiful clothes seemed insufficient to the founders of the company. Armani wanted to bring to life the finished image of gallant fashionistas. Therefore, at Giorgio Armani s.p.a. brands of various directions are developed and promoted. Today it is:

• Armani Prive(clothes haute couture. Cannot be sold through stores).
• Giorgio Armani(Clothing class Pret-a-Porter de lux, small series, standard sizes, high price, sold in 60 company stores).
• Emporio Armani(models for the younger generation of the Pret-a-Porter class, sold in 130 branded stores).

• Armani Collezioni(the third narrowly functional model line, mostly handmade. Sold in 13 company stores).
• Armani Exchange(available mass models, presented in 180 company stores, the price is relatively low).
• Armani Jeans(Jeans and casual at an affordable price point. 15 brand stores open, also sold through multi-brand boutiques)
• Armani junior(children's clothing from 0 to 16 years old, sold through 15 branded stores).
• Armani Casa(interior items, sold in 40 own stores).
• Armani Cosmetics(cosmetic line, luxury division of L'Oreal).
• Giorgio Armani Accessori(accessories are sold only in one brand store in Milan).

Star clients of the brand are: Leonardo DiCaprio (Leonardo DiCaprio), Penelope Cruz (Penelope Cruz), (George Clooney), (Sophia Loren), Faye Dunaway (Faye Dunaway), Robert De Niro (Robert De Niro), (Monica Bellucci) , Tom Cruise, Michelle Pfeiffer, Jodie Foster, Uma Thurman, Richard Gere, Julia Roberts, Liv Tyler and other famous people.

The sportswear line was so successful that Armani signed a deal to design and tailor uniforms for Chelsea professional footballers.

Today, the Armani concern operates 13 factories in 37 countries, which serve 5,000 employees.

Eau de toilette Giorgio Armani

With the Armani perfume line, by mutual agreement, only L'Oreal works. Aroma from Giorgio Armani "Aqua de Gio" became an exclusive gift for women. In 1982, the release of a sensual and delicate perfume was a bold step, a revolutionary innovation in the perfume industry. Today, the floral-oceanic fragrance for women "Aqua de Gio" is considered the most sought-after in the Armani line. Its cost starts from 3000 rubles. for a bottle of 50 ml.

• In 1996, the Armani Acqua Di Gio Man pairing fragrance was introduced for men. Citrus notes wrapped in bergamot and jasmine, complemented by the freshness of sea water, today also have no analogues on the perfume market.
• In 2002, the new perfume "Giorgio Armani Sensi" is designed to give its fragrance to women who are looking for the lightness of being. Incredible velvety smell is based on the contrast of warm and cool shades.
• In 2004, Armani creates the Prive fragrance line. Among them was the Bois d'Encens eau de toilette, which the maestro himself uses to this day. The collection includes 9 perfumes and 4 eau de toilette, selected for every taste and mood.
• At the beginning of 2006, the world will recognize a new fragrance from Armani. Giorgio launches the legendary Giorgio Armani Code. The bitterness of orange and the spiciness of ginger are meant for demanding ladies, while the freshness of jasmine and the spiciness of oriental sweets emphasize their confidence.
• In 2013, Cate Blanchett introduced another bold Giorgio Armani fragrance, Si, from television screens and photographs in glossy magazines. A small peach-colored bottle with a black stone cap looked like a love potion. Blackcurrant leaf, notes of rose and freesia organize a rebellion against the boundaries of everyday life and open the doors to dreams. Today, a bottle of "Si" costs from 4200 rubles. for 30 ml.
• In 2016, Giorgio Armani's perfume was added to the collection "La Collection de Terres Précieuses", two fragrances of which are dedicated to Russia. There are 8 fragrances in total in the collection - 8 different "semi-precious stones" crown each of them, symbolizing color and mystical meaning.
• The new line of eau de toilette "Les Eaux" includes 4 fragrances who sing a hymn to the charm of the gardens of the past.
• Love for the Middle East was absorbed by the water of Giorgio Armani, included in the collection "Mille Et Une Nuit" ("A Thousand and One Nights"). The three main ingredients in the line are expensive agar oil, Damask rose and amber resin.

The price of Giorgio Armani perfume cannot be cheap, all components are selected by experienced perfumers in strictly defined doses. Today, Armani collections include 136 fragrances.

Personal life

For 20 years, his friend Sergio Galeotti, who died of AIDS in 1985, was constantly next to the designer. He left all his assets to Armani. This gave rise to thoughts about their sexual attraction to each other, although Giorgio positions himself as bisexual. He was never able to change his job, he has neither a wife nor children. The maestro carefully hides his personal life from prying eyes.

Of the closest relatives, Armani has nieces, the daughters of Sergio's brother Robert Armani (Roberta Armani) and Silvana Armani (Silvana Armani), as well as the son of Rosana's sister Andrea Camerana (Andrea Camerana).

Contemporary shows

April 14, 2016 Armani visits Moscow to personally supervise the Fall-Winter 2017 show at the Tesla 4000 pavilion.

All the guests present for the first time were struck by the atmosphere of rigor and total control behind the scenes. The designer was attentive and strict to every detail of the preparatory process. Russian actors were invited to participate in the show: Nikita Efremov, Pavel Tabakov, Egor Koreshkov.

In early July 2016, Armani presented the autumn-winter collection in Paris. In the forefront were: the face of the fragrance "Si" Cate Blanchett, Moscow journalist Miroslava Duma and film actress Isabelle Huppert. The color scheme of the new models is designed in black and white, and the fashion of the 30s is successfully intertwined with the fashion trends of the 90s.

At the end of September 2016, the fashion designer presented the next autumn-summer collection of 2017 at Milan Fashion Week. The show is based on trouser suits, sparkling blazers and tulip dresses. The color scheme, as usual, is cold, contains blue, white, black and silver.

Quotes

1. To be elegant does not mean to be striking, it means to be remembered.
2. I have always been too responsible. I don't know how to live differently.
3. You know more than you think and you can do more than you know. When my business partner died in 1985, some people decided that I would close the firm. Instead, I learned to do what he did. Do not underestimate your own inner strength.
4. The difference between style and fashion is quality.
5. I'm glad that the desire to be elegant has reappeared these days. Elegance is the key to a timeless look, something that will never go out of style, something you will never go out of style with. I attribute my success to this philosophy. For me, style is more important than short-lived fashion trends.
6. Reputation is very fettering, like handcuffs. I'm supposed to be a minimalist and if I do anything else people complain. Let them keep guessing.
7. Balance between work and life is the key to happiness. I sacrificed my life to work, and if I could start over, I would have acted differently.
8. A carefully selected fragrance can become your hallmark. It is the first thing people feel when you enter a room and the last thing that disappears when you leave.

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Armani products are made for you if:

• Prefer to wear branded clothing and accessories;
• Choose luxurious items with a discreet, discreet design;
• Do you think that clothes, accessories and even the interior should be of exceptionally excellent quality, mostly luxury;
• Strive to maintain the image of a successful and self-confident man with the help of an individual style;

Does it look like you? Excellent! Do you know that Armani offers not only clothes, shoes, accessories? The list of "brainchildren" of the legendary fashion designer continues: cosmetics, perfumes, sweets, household goods, as well as delicious cuisine, designer interiors of branded restaurants and hotels located in the best cities of the world. These are not only expensive, premium lines, there are among them quite affordable for the mass buyer. Impressive? We have collected everything that a stylish man needs to know about this brand. If you are impressed by a refined sense of taste and like exquisite things, then in our review you will definitely find something new for yourself. Join now!

What is Armani?

Emporio Armani

Clothing for active men and women from Armani - EA7 line

Armani Collezioni

This is a transitional (so-called diffuse) line between luxury brands and more affordable brands for the mass consumer. It is based mainly on elegant cut suits and hand-knitted items.

Armani Jeans

This is a line of comfortable and functional clothes made of textiles for every day. The cost of things is quite affordable. Such clothes can be found in department stores or special Armani Jeans boutiques.

Armani junior

Again we have a transition line. It presents exquisite outfits for children, from babies to teenagers 16 years old.

Armani Exchange

Another diffuse brand created specifically for the mass consumer. Includes clothing and mostly at a relatively low cost.

Armani/Casa

This brand includes a variety of home products and interior solutions. These are furniture, lamps, textiles, carpets, cutlery, and much more.

Armani Beauty

This line offers customers a wide range of a wide variety of cosmetic and other products. Also perfumes.

Armani/Ristorante

This is a network of branded cafes and restaurants located in various parts of the world: New York, Santiago, Abu Dhabi, Dubai, Hong Kong, Tokyo, Cannes, Stanbul, Milan, Munich, Paris.

Armani/Hotels

These are branded hotels of the brand, interior solutions for which were developed by Giorgio Armani himself. The design of the premises is characterized by minimalist lines combined with expensive and high-quality interior decoration. There is a sense of luxury here, but it is not pretentious, but restrained, conducive to relaxation.

Armani/Fiori

This is an exclusive flower service, which is offered not only in the brand's boutiques, but also in independent stores of the largest cities in the world. Each floristic collection is personally designed by Giorgio Armani and includes flowers, as well as vases, candles, flower pots, and interior lanterns. Expensive materials are used in the production: marble, lacquered wood. For major holidays (Valentine's Day, March 8 and others), the brand offers exclusive collections of flowers, complemented by specially designed postcards.

Armani/Dolci

Includes sweets: dark, milk, white chocolate bars and more. They can be purchased separately or in beautiful designer packaging. The brand also offers seasonal, limited collections of branded sweets. The perfect solution for your loved ones!

Finally

Giorgio Armani is known throughout the world as the "Maestro of Details". It was the touching attitude to trifles, the ability to harmoniously place accents that gave world recognition and success not only to clothes, shoes, accessories created by the famous fashion designer, but also to household goods, restaurants, hotels. Each of them is the embodiment of Armani's philosophy based on the union of fine taste and luxury. You always want to wear brand clothes, as well as live surrounded by these luxurious interiors, as well as eat delicious food, enjoy using not only practical, but also aesthetically attractive cutlery, pillows, carpets. Why? Because Giorgio Armani puts a piece of his heart into all his creations. That is why his corporate identity is easily recognizable on the red carpet, in a restaurant, at a friendly party or just on the street.

Do you already own an Armani item? What is it and why did you choose this particular brand?

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.

History is made by extraordinary people. These are legendary personalities, outstanding, hardworking and purposeful. This is Giorgio Armani, whose brand is recognized as one of the most successful in the world. Under this name, a wide variety of products are produced, which are in tremendous demand. And although the cost of products, in particular the fragrance "Aqua di Gio" by Giorgio Armani, cannot be called low, the army of admirers of the great couturier only increases from year to year. After all, it is not just a symbol of luxury and impeccable quality necessary for a person, it is something that emphasizes the high status of a person and demonstrates his excellent taste.

Giorgio Armani: biography and star trek

In the nineties of the last century, the brainchild of the designer was considered the most profitable fashion house in Italy. The company's annual turnover was nothing less than eight hundred and fifty million US dollars. But what was the path to success taken by Giorgio Armani? A man with that name was born in 1934 in the town of Piacenza, in a rather poor family. Housing conditions were very poor, and material difficulties were very common in their lives. At first, he wanted to connect his life with medicine, because the profession of a doctor promised respect and a good income. But then he nevertheless took the documents from the University of Milan, because even before the second year the young man could not get used to the sight of blood, and there was no question of doing an autopsy. Then there was the army, which taught him to be hardy and disciplined. Before the release of the debut collection in 1974, he tried many professions and gained experience in many firms. But from the first days of its existence, Giorgio Armani's enterprise attracted the attention of a demanding public. And acquaintances with the right people, acquired during the search for oneself and one's own place in the sun, contributed to success.

Innovations of the great couturier

Before the creation of Giorgio Armani "Aqua di Gio", the brilliant master gave the world many innovative ideas. For example, it was he who came up with the idea to change the cut of a classic suit, to combine different fabrics, textures and things that were considered unconventional, to dress men in colored clothes of soft cut. With his light hand, fashionistas around the world began to wear jeans, or with him. He also introduced the younger generation to the younger generation by creating a collection of the budget category.

Style features from Giorgio Armani

An interesting fact is that until the age of forty, the maestro was considered a loser. After changing many jobs, he ventured to start his own business. As it turned out, not in vain. First, the designer created a collection for men, and then, inspired by success, he developed a line for women. He paid special attention to the classics, which remain outside the temporal trends. But still it is worth noting that even the classical things performed by Armani correspond to changes in society. The products of the great Italian are always a novelty with a certain zest that is impossible to resist.

Long before Giorgio Armani's "Aqua di Gio" collections appeared, the fashion designer developed the basic postulates of his concept. All his work demonstrated practicality while maintaining an elegant appearance. His products are quality items with carefully thought-out designs, made of expensive fabrics. Fascinated by his work, Armani refuses to follow established norms and trends, but rather seeks to create them. No one will doubt that he succeeds and succeeds very well.

Products from Armani

Almost five thousand people work at the production facilities of thirteen factories. The legendary fashion house today produces a lot of things. These are amazing clothes and very stylish shoes, which are loved by such Hollywood as Penelope Cruz, Leonardo DiCaprio, Julia Roberts, Tom Cruise, Robert de Niro. And under this brand you can buy watches, haberdashery, jewelry, glasses, sports and home goods. And also - delicious perfumery, which drives absolutely everyone crazy.

Women's fragrances from the maestro

All Giorgio Armani perfumes, including Aqua di Gio, are produced by L'Oreal under a contract. And if outfits from the legendary designer help even the most ordinary girl turn into a star, then it is the fragrance that completes the image.

Acqua di Gio is a true masterpiece from the maestro, which is recognized as one of the most successful. A fresh floral-oceanic drydown that is both sensual and serene. Opening a bottle with the most valuable liquid inside, you will feel the base notes of sandalwood and musk, complemented by a bouquet of roses, hyacinths, jasmine, lilies, and also the aroma of ripe and juicy pear and melon. These are women's perfumes from Giorgio Armani, the price of which starts at three thousand rubles for a 50 ml bottle.

Perfume for men

But not only the fair sex can enjoy the divine perfume from a true classic of fashion. The fashion house in 1996 created a paired fragrance for the stronger sex - Armani Acqua Di Gio Man. Like the female version of perfume, this creation is considered the most popular in the world, a real bestseller. And it has no analogues to this day. This is a bewitching fragrance, woven from the hot sun, cool wind, colorful dawn, passionate night and sea breeze. An amazing bouquet is created by initial notes - invigorating and temperamental citrus fruits (orange, tangerine, lime and lemon), tart bergamot, charming jasmine. The heart of the perfume will conquer with spicy coriander, sensual hyacinth, salty freshness of sea water, burning nutmeg. They are mixed with notes of peach, violet, rose, freesia and cyclamen. The final chords are oak moss and cedar, patchouli and amber, noble white musk.

How not to buy a fake?

Charming fashionistas need perfumes just like an evening dress, because they create a certain halo of mystery and femininity around the body. Men also cannot do without fragrances that emphasize their status and true inner world. Aromas from Armani Di Gio line are suitable for everyday use and for special occasions, but they are also appropriate in the office.

Needless to say, such a bestseller constantly suffers from unscrupulous entrepreneurs who want to capitalize on the designer's well-known name. In order not to buy a fake, you can focus on the price, as a rule, it will cost less than the original. But still, it is better to pay attention to a special way to protect the original: products: each unit of the product has its own number, which becomes visible in ultraviolet light. A careful selection of a store will help reduce the risk of buying counterfeit goods. An expensive product is unlikely to be sold in small kiosks or in a market full of different replicas, most likely it can be found in specialized boutiques.

Instead of an afterword

The ingenious couturier has recently been pestered by journalists with questions about his successor. And what, he is no longer young, although he is full of strength, he has no family and children. For a long time, he was credited with a relationship with Sergio Galeotti, a friend and partner who was there for a long twenty years, and then died. Of the relatives, Aramani has only a niece who works in his company. But Giorgio only laughs in response, as he is not going to retire yet. Work is his life, and if he stops working, then everything will lose its meaning. Such is he, the greatest designer of our time, the founder of the Armani Fashion House.

The famous Italian brand "Giorgio Armani" is known throughout the world for its style. Today, under this brand, not only clothes are produced, but also perfumes, watches, leather goods, luxury accessories. The brand is a recognized trendsetter, and all thanks to the outstanding talent of its creator.

Family and early life of Giorgio Armani

On July 11, 1934, in the small Italian town of Piacenza, a boy was born in the Armani family, he was named Giorgio. He was the middle child in a poor family. Already from childhood, he understood that he would need to earn his own bread, and looked closely at the respectable professions of a doctor and a lawyer at that time, eventually opting for medicine. After school, he enters the Faculty of Medicine, hoping to get a profession that will provide him with a comfortable existence.

However, in the second year he understands that he does not have a medical vocation at all, and leaves his studies. In desperation, the parents sent their son to the army, hoping that there he would temper his will and nerves and be able to become a doctor. Giorgio Armani thought about what he would like to become, and, after returning from the army, began working as an assistant photographer. Later, he gets a job in a large department store La Rinascente as an auxiliary worker. Having settled into a new place, Giorgio begins to help in window dressing. It turned out that he had a real talent for this, he quickly became the chief designer, and then the purchaser of clothes, in which he masterfully understood. Armani was keenly aware of fashion trends and had a delicate taste.

The path to the profession

With pleasure, Armani has been working as a buyer for 7 years. He meets many designers, including Cerutti, who noticed a talented young man and took him on as an assistant. He is assigned to design models for the Hitman brand. Armani worked here for 6 years, during which he was able to thoroughly penetrate the intricacies of the fashion designer's skills. For another 10 years, Giorgio Armani has been working for the largest Italian designers: Ungaro and Zegna. He improves his skills, gaining experience from famous couturiers. By the age of forty, having learned everything that is possible about the fashion world, he decides to open his own business.

Brand building

Giorgio Armani sells his car, enlists the support of his friend Sergio Galeotti and in 1974 releases the first men's collection under his own name. Later, a clothing line for women appears. The specificity of the brand was that the company did not produce fabrics itself, but purchased them from strictly selected suppliers. This allowed to reduce the amount of initial investments. Armani puts all his skill, taste and knowledge into the collections, he knows how to recognize trends and take into account the needs of customers. This was the key to the unprecedented success of the brand.

History of success

The Armani brand is rapidly gaining popularity. In addition to men's and women's collections, watches, perfumes and cosmetics, bags and accessories are produced. The Armani empire is growing rapidly thanks to the talent of the creator, not only in design, but also in business. Couturier produces luxury clothes under the brand name "Giorgio Armani", and it is in great demand among celebrities and wealthy people. So, for example, at the Oscars ceremony, approximately 95% of men are dressed in brand suits. For the production of ready-to-wear clothing, the company creates subsidiaries Armani Collezioni and Armani Exchange, which are focused on the middle price segment.

For wealthy young people, Emporio Armani is launched, which combines the price of ready-to-wear with the highest quality of haute couture clothing. Clothing for children and teenagers is created under the Armani Junior brand. Mater launches 5 different productions with separate management and advertising to cover all segments of the clothing market. A separate part of the empire is the hotel business, which includes a luxurious "Armani" in the famous Burj Khalifa building in Dubai and a chic hotel in a Milan palazzo. In total, the Armani brand unites about 10 different companies.

Throughout its history, the Armani brand has collected all possible awards and regalia, the master has repeatedly been recognized as the best designer of the year, received the Order of the Legion of Honor for services to culture. For the 25th anniversary of the brand, the New York Gugenheim Museum held two exhibitions: the first - from photos of the brand's products from 25 of the world's best photographers, and the second - from 300 items of clothing and accessories.

Armani style

Fashion designer Giorgio Armani developed a special sense of fabric. The clothes that he creates always most advantageously emphasize the texture and features of the material. He is justifiably proud of his ability to find the best fabric for his products. He says that this is facilitated by his long experience in tailoring. Giorgio Armani has a distinctive style that combines tradition and innovation. He began his journey with the modernization of classic jackets, trying to make them as comfortable as possible, and he succeeded.

All brand clothing is made from the best fabrics in its segment. If we talk about luxury lines, then they always use expensive and even luxurious materials: alpaca, leather, suede, cashmere, lace. For the middle segment, Armani can also use synthetic fabrics, but it will always be of the highest quality. The master skillfully plays on the nuances, making subtle changes to the classic silhouettes, which at the same time change everything. He always respects the individuality of his customers and offers them models that can emphasize success, strength of character, beauty. The brand's clothing is distinguished by restraint and even conciseness; it does not like unnecessary details, preferring experiments with colors and textures. At the same time, all of his collections amaze with incomparable elegance, which is born from ingenious simplicity.

Aroma "Armani"

In the early 80s of the XX century, a new name appeared in the world of high fragrances - Giorgio Armani, whose perfume became an organic continuation of the style created in clothes. The brand strives not just to produce clothes, but to form a special style and lifestyle, and perfume contributes a lot to this. To develop its perfume products, the brand enters into a contract with L "Oreal. Over the years of the line's existence, the brand has released about 70 perfumes, among which there are real stars: Acqua di Gio, Emporio Armani, Si and Idol d'Armani.

Accessories "Armani"

To provide its customers with the purity of style and image, the brand begins to produce Giorgio Armani shoes and bags. They, like all things of the brand, are of the highest quality and simplicity. Bags are always made of natural leather in discreet colors and have classic shapes.

Also there are watches "Giorgio Armani" for men and women. Several lines are produced: classic, retro, youth in different colors. The brand's watches are distinguished by their inclination towards classical forms and materials, conciseness of design.

Lifestyle by Armani

The Armani brand strives to create a distinctive lifestyle and therefore extends its philosophy to many items that shape the lifestyle of the buyer. Cosmetics "Giorgio Armani", creams, lotions, shower gels are designed to surround a person with care every day. Armani extends its style not only to the appearance of a person, but also to his home, offering interior products from the Armani Casa line. In 2005, the brand launches the Emporio Armani Jewelery line of jewelry to complete the look.

The Armani brand is by far one of the most successful clothing and luxury brands. Armani himself explains the success of his offspring with the great love that he and his employees put into every thing.