The famous Italian brand "Giorgio Armani" is known worldwide for its style. Today, under this brand goes not only clothes, 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
July 11, 1934 in the small Italian town of Piacenza in the Armani family a boy was born, he was named Giorgio. He was an average child in a poor family. Already from childhood, he understood that he would need to earn his own bread, and looked closely at the professions of a doctor and lawyer that were respected at that time, eventually choosing medicine. After school, he enters the Faculty of Medicine, hoping to get a profession that will ensure him a comfortable life.
However, in the second year he understands that he does not have a medical vocation at all, and leaves his studies. Parents desperate 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 reflected on who he would like to become, and, returning from the army, began working as an assistant photographer. Later, he settles in the large department store La Rinascente as an auxiliary worker. Having settled in 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 main designer, and then the purchaser of clothes, in which he was expertly versed. Armani keenly felt fashion trends and had a delicate taste.
The path to the profession
With pleasure, Armani has been working as a purchaser for 7 years. He met with many designers, including Cherutti, who noticed a talented young man and took him as an assistant. He is tasked with developing models for the Hitman brand. Here Armani worked for 6 years, during which he was able to thoroughly penetrate the intricacies of the craftsmanship of a fashion designer. For another 10 years, Giorgio Armani has been working for the largest Italian designers: Ungaro and Zena. He improves his skills, gaining experience with famous couturiers. By the age of forty, having learned all that is possible about the world of fashion, he decides to open his own business.
Brand creation
Giorgio Armani sells his car, enlisted the support of a friend Sergio Galeotti, and in 1974 released the first men's collection under his own name. Later, a line of clothes for women appears. The specifics of the brand was that the company did not manufacture fabrics by itself, but purchased them from strictly selected suppliers. This allowed to reduce the number 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 creator's talent not only in design but also in business. Couturier produces luxury clothing under the brand name "Giorgio Armani", and it is in great demand among stars and wealthy people. So, for example, at the Oscars, about 95% of men are dressed in brand suits. To produce ready-to-wear clothing, the company creates subsidiaries Armani Collezioni and Armani Exchange, which are focused on the middle price segment.
For wealthy youth, the Emporio Armani line is launched, which combines the price of ready-made clothing with the highest quality haute couture clothing. Clothing for children and adolescents is created under the brand name Armani Junior.Maitre launches 5 different industries 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 the luxurious Armani in the famous Burj Khalifa in Dubai and the luxury hotel in Milan's 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 been repeatedly recognized as the best designer of the year, and received the Order of the Legion of Honor for his services to culture. On the occasion of the 25th anniversary of the brand, the New York Guggenheim Museum held two exhibitions: the first from photos of the brand’s products from the 25 best photographers in the world, and the second from 300 pieces of clothing and accessories.
Armani Style
A special sense of fabric was developed by fashion designer Giorgio Armani. The clothes that he creates always emphasize the texture and characteristics of the material most advantageously. He is justly proud of his ability to find the best fabric for his products. He says that his long experience in tailoring contributes to this. Giorgio Armani has a special style in which tradition and innovation are organically combined. 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 of its segment. If we talk about luxury ranges, then they always use expensive and even luxurious materials: alpaca, leather, suede, cashmere, lace. For the middle segment, Armani can use synthetic fabrics, but it will always be the highest quality. The master plays talented nuances, making elusive changes to classical silhouettes that change everything at the same time. He always respects the individuality of his customers and offers them models that can emphasize success, strength of character, beauty. The brand’s clothes are distinguished by restraint and even laconicism, he 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 brilliant simplicity.
Aroma "Armani"
In the early 80s of the 20th century, a new name appeared in the world of high aromas - Giorgio Armani, whose perfume was an organic continuation of the style created in clothes. The brand strives not only to produce clothes, but to form a special style and lifestyle, and perfume contributes to this a lot. To develop its perfumery products, the brand signs a contract with L'Oreal. Over the years the line has existed, the brand has released about 70 names of perfumes, among which there are real stars: Acqua di Gio, Emporio Armani, Si and Idol d’Armani.
Accessories "Armani"
To ensure its customers a clean style and image, the brand begins to produce shoes and bags "Giorgio Armani". They, like all things of the brand, are of the highest quality and simplicity. Bags are always made of genuine leather of restrained colors, have a classic shape.
Giorgio Armani watches for men and women also appear. Several links are issued: classic, retro-style, youth in different color options. The brand watches are distinguished by their attraction to classical forms and materials, laconic design.
Armani lifestyle
The Armani brand strives to create a special lifestyle and therefore extends its philosophy to many items that form the customer’s lifestyle. Giorgio Armani cosmetics, creams, lotions, shower gels are designed to surround a person with care every day. "Armani" spreads its style not only on the appearance of a person, but also on his house, offering goods for the interior of the Armani Casa line. To create complete images, the brand launched the Emporio Armani Jewelery line of jewelry in 2005.
The Armani brand is by far one of the most successful brands of clothing and luxury goods. Armani himself explains the success of his offspring with great love, which is invested by him and his employees in every thing.
