Simple, elegant and slightly androgynous: ARMANI stands for reduction - the brand’s philosophy: ‘Less is more’.
At the time ARMANI was established, Paris was considered the fashion capital of Europe. But Italian talents like Giorgio Armani, Gianfranco Ferré or Gianni Versace were able to set major trends, directing the international focus to designs made in Italy.
Giorgio Armani first started an apprenticeship at Nino Cerruti. In 1975 he established his eponymous fashion house in Milan together with his life and business partner Sergio Galeotti.
After initial successes in presenting his debut collection at the Florentine Pitti in 1975, his international breakthrough came with his costume designs for Richard Gere’s character in 'American Gigolo' in 1980.
Unstructured suits and jackets in neutral tones such as ARMANI’s trend colour 'greige' were only the beginning. Soon after, his first diffusion line ARMANI COLLEZIONI followed, as well as swimwear and underwear. In 1982 the line EMPORIO ARMANI was launched and aimed to attract a younger clientele.
Armani’s ready-to-wear lines were completed by the denim collection ARMANI JEANS and kidswear from ARMANI JUNIOR. In addition to numerous fragrance classics such as 'Acqua di Gio', 'Emporio Armani' or 'Armani SI', the haute couture collection ARMANI PRIVÉ was launched in 2004, followed by the functional sportswear collection EA7 in 2012.
Straight cuts, precious workmanship, luxurious materials and Armani’s typical colour palette of black, navy, beige and gray (greige) characterize his collections. 40 years later Armani operates more than 300 stores in over 60 countries and is the creative head for seven design lines. The product range includes makeup, fragrances, and a home collection of furniture, textiles, tableware and lamps. In addition, Armani runs two hotels in Milan and Dubai, as well as a total of 18 Armani restaurants and cafés worldwide.
Hollywood remains loyal until this day: Besides wearing his costumes for movies like 'The Untouchables', celebrities like Jodie Foster, Richard Gere or Sophia Loren also wear ARMANI in private and on the red carpet.
Thanks to ARMANI, Italian design and know-how has become an established force in the international fashion market. The brand is considered as a standard for fashion and luxury in the 21st century.