The fashion of Giorgio Armani

A journey into the style of the Italian fashion lord

From Saturday 4th July until Sunday 18th October, in Forte dei Marmi, the multibrand Fiacchini boutique in Via IV Novembre will host a temporary Giorgio Armani setting that includes, in addition to a wide selection of items from the men's and women's collection, the La Prima series of bags, enriched by the new versions presented in preview.
Visitors will be welcomed by the green gorilla, a life-size reproduction of the artist Marcantonio, inspired by Uri, the black resin gorilla, which the designer Giorgio Armani has in his home in Milan. The installation has jungle-themed colors and graphics and rope details. The Prima, inspired by the original model designed by Giorgio Armani in the Nineties, is the new series of bags that, thanks to specific manufacturing techniques, careful manual workmanship and sartorial stitching with millimetric precision, narrates the evolution of Made in Italy craftsmanship, an expression of luxury in the purest Armani style.

During the months of the health emergency and lockdown, Giorgio Armani It was among the first Italian factories to converted the production of its Italian factories into disposable gowns. "A dutiful decision, a gesture of help, but also a gesture of thanks to the doctors and the nurses on the front lines." And when Giorgio Armani speaks, the world
listen.

Born in Piacenza, absolute protagonist of the flowering of fashion in Milan,
he entered the fashion world almost by accident. It was the influence of Sergio Galeotti (partner (ndr) to intuit his talent and to push him into the project of creating a own line.

Few have influenced fashion as he has done for forty-five years, since that 1975 when he signed the first Giorgio Armani line, with the s/s collection 1975. Needless to say, the celebrity was born with suits, or rather with his jackets, Richard Gere's in American Gigolo in 1980 even opened the doors of Hollywood and the heart of America to him.

His jacket freed the man from the ancient armor, for the woman he copied the line but it became simpler, without the dart in the strategic points, unstructured and less rigid, away the internal structures, thinned the straps.

It gave security thanks to the ease that it gave and was far from those suits by
lady from the 1940s. From formal and embalmed she acquires a loose air
lived, young and for all ages. For the women of those years eager to make
career, without wanting to look like men, this was the new way of dressing:
elegant, refined, feminine and defensive.

Soon his fashion shows, also for the search of locations, will be the most awaited. The intuition that young people, above all, would become the next fashion consumers, the ability to grasp a feeling among a thousand that crowd in the everyday, has no stops. The 1982 edition of Emporio Armani was very early, compared to the spread of the second lines in the fashion houses.

Why Emporio? Because it refers to a meeting place, a concept of democratic fashion where you can find clothes and accessories at a fair price. But that special 1982 also gave him the precious cover of Time: not yet fifty years old Giorgio Armani, with his beautiful face and those penetrating blue eyes, first designer after Dior and first Italian after Pirandello.

He was also a pioneer in inventing what no brand can do without today: lifestyle. Meanwhile gigantic billboards invade Milan, become part of the landscape, it's his new way of addressing the public. His expansion began: a line of denim Armani Jeans, Armani Collections, Armani Casa, Armani Junior clothing from or at the age of 16.

The lines of accessories with shoes, bags, glasses, perfumes and cosmetic lines. It is 2005 Armani Privé the line of Haute Couture presented in Paris during the Haute Couture. A project to enhance a concept of evolution of couture commonly addressed to evening dresses, made instead with the majority of models for the day. And then the Haute Jewelry, jewellery, unique pieces created for the fashion shows. Its headquarters in Milan, inaugurated in 2015, is in the former Nestlè factory in via Bergognone with the Armani theatre where it presents its collections, designed by Tadao Ando, and Armani Silos, the museum space. In short, a life made up of victories, thoughtful choices in work and, when necessary, great silences. How right it is that it is men who count.