“King Giorgio”, as the press has renamed him, has been a protagonist of international fashion for over 40 years and his unique style is still among the most admired.
When he was young he studied Medicine, but after a few years he realized to be on the wrong path and left university for different work experiences. Window dresser at La Rinascente – an important Italian department store- , photographer assistant, fashion agency employee: all activities that allowed Armani to approach fashion and discover his true calling.
But his career as a fashion designer began when he created his first men collection for Nino Cerruti, an entrepreneur in the field of fabrics who also produced clothes for men and for women. Working with a textile entrepreneur has determined that particular taste in the choice of fabrics that Giorgio Armani had and that contributed to his success.
In 1970 Armani started working on his own and in 1974 he signed his first collection: now his name was becoming famous and he was ready to found his company.
Since the beginning of his career he showed a particular predilection for a minimalist but chic style that he never abandoned. Armani’s style is fundamentally sober, made of plain lines and classic colours.
He has always been able to understand women’s necessities, in particular in the 70’s, when they were trying to find their professional affirmation and demonstrated to have the determination to achieve it. Armani gave voice to this determination creating combinations that reflected women’s grit more than the usual grey skirts and blouse they used to wear at office. In this context, he invented his iconic unstructured jacket, demonstrating that women could be sexy not only with tight dresses, but also wearing a blazer, an item usually wore by men.
He also reinterpreted the classic men’s suit making it less rigid and appropriate for women too: Armani’s suits are sober but elegant and give authority to those who wear them. Maybe that’s why several movie directors have chosen Armani for the realization of their costumes: protagonists like Richard Gere in American Gigolo and Leonardo Di Caprio in The wolf of wall street wear Armani suits.
We have to mention the use of colours that Armani makes. He prefers cold tones, such as grey and beige, that he also have melt together to create a unique shade: the so called greige. But the colour that best represents his creations is the iconic Armani blue, an evergreen tone.
Elegance and sobriety have always been the main features in the Armani collections, also regarding glamorous dresses. In the end, if celebrities like George Clooney, Jodie Foster and Angelina Jolie have worn Giorgio Armani’s creations at the most exclusive events, there should be a reason.
And celebrities have been the main audience Armani looked at until 1991, when the designer reached a greater and varied audience launching A/X: Armani exchange, a line made of clothes wearable beyond red carpets and special occasions. Afterwards he made the same with Emporio Armani and Armani Jeans.
Armani has founded an empire that, after the first store opening in Milan in 1981, has expanded to many other countries in the world with stores distributing not only clothing but also perfumes, jewellery, watches, cosmetics, home accessories. Today he’s the fifth richest man in Italy.