Armani

Italian fashion has always been known for its style and glamour, and it has always been associated with clothes for relaxed and casual lifestyles. But Giorgio Armani’s first collection in 1976 shed a new light both on Italian and on fashion in general.

Giorgio Armani was born in 1943 in Piacenza, a small town in northern Italy. His family had nothing to do with art, let alone fashion. When he was young he wanted to become a doctor, and he even went to medical school at the University of Bologna, but he eventually dropped out. After that, young Giorgio decided to try his luck in a more creative and artistic field, so he found a job at a department store where he decorated shop windows, procured goods and worked as a menswear salesman. He was soon promoted to the position of menswear buyer where he got valuable experience in fashion marketing.

The next step for Armani was designing in the company of famous Italian designer Nino Cerruti, where he started working in the mid 60s. His designs became so popular that while working for Cerruti, he also designed clothes for 10 other manufacturers. In the late 60s Giorgio Armani met Sergio Galeotti who later became his partner both in business and in personal life. It was he who persuaded Armani to start his own business. As he already developed his sophisticated and unique style the success was almost certain. In 1975 Armani founded a company under his name, and a year later his first collection for men was launched, and not long after that it was followed by collection for women.

His famous style is based on classic suits for both men and women, as well as the elegance and minimalism. He was one of the first designers to enrich men's fashion with new elements. Armani suites became more than just business uniform - they reflected the attitude of self-confidence and a slight carelessness. His suites represented a way of life at the end of the 70s and symbolized freedom from the past.

Armani owes his success not only to his talent and hard work but also to his visionary business ideas. He was inventing new and improving old ways of selling clothes. He invented new system of luxury clothes production - at a plant under strict control. This is what enabled him to make his breakthrough on the American market. He also pioneered in what is now a usual practice - creation of several wear lines under one brand. Among them are G.A. Le Colezzioni, jeans line, swimsuits, underwear and accessories, as well as Emporio Armani which has become very popular in the USA. But he had even higher aspirations: cooperation with Hollywood. This was realized through the cult movie "American Gigolo". Armani designed clothes for Richard Gere's character. This led to numerous other collaborations in the world of movies as Armani was hired to be the costume designer in more than 100 movies. As a result of all this, Armani was chosen as the most successful designer in 2002 according to the Forbes Magazine.