Clothing Brand Named After Designer (6) - Armani

The founder Giorgio Armani was born in the suburb of Milan in 1934. In 1957, when he served in the military, he went to the department store "La Rinasconte" which was ordered at that time

Act as "shop window" designer ”(window dresser)。 In 1961, he transferred to Nino Cerruti as a designer.

In 1974, he set up a joint venture with his friend Sergio Galeotti and set up Giorgio Arman

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Financial Street power suit Giorgio Armani is the favorite of Wall Street. Men spend a lot of money to own one, while women are obsessed with the elegance and nobility revealed in its style. For a long time, the letters Giorgio Armani have been associated with the image of elegance and moderation. His clothes are neither offensive or illegal, nor too gorgeous and vulgar. He roams between classic elegance and casual romance. Giorgio Armani's clothes have the meaning of class and taste - not only expensive, but also self-control. In most cases, "wearing Armani" is a symbol of status, although this is a new economic era that advocates personal freedom. No matter at any time or occasion, Giorgio Armani's clothes are not inappropriate or unpopular. Many senior executives in the world are interested in Giorgio Armani's own creative style and become his followers. Giorgio Armani's accessories include leather goods, shoes, glasses, ties, scarves, etc., and like clothing, Giorgio Armani stresses exquisite texture and simple lines.

Compared with Lagerfeld who wears sunglasses and shakes a paper fan all day long and Versace who is gorgeous and indulgent and has a different style, Armani is more like an ascetic monk - his style is neither trendy nor traditional. He can create a kind of near perfect and elegant fashion between market demand and elegance

Amazing balance: neutral color system, elegant tailoring makes it unnecessary to show off deliberately, while deleting irrelevant details in the design, which is also a great contribution to clothing tailoring. His simplicity has always wandered between tradition and modernity, blurring the indelible boundary between tradition and modernity. Armani shows the unique luxury of European traditional clothing in simplicity, and at the same time, it skillfully intersperses the sense of modernity in the traditional artistic conception, making the clothing have a style of "endless sight". At first glance, you will feel very mediocre, but at the second glance, you will feel that it has washed away the complicated nobility and high spirited modern passion. Perhaps it is this unique charm hidden under the ordinary appearance that makes him control a large number of loyal consumers like a magician.

Giorgio Armani has made an unprecedented bold subversion of women's clothing style, making Armani suits the favorite of senior professional women. The most representative is the advent of Armani's "power suit" for men and women in 1980, which has become a symbol of the era of international economic prosperity. Inspired by Hollywood in the golden age, this design features wide shoulder lapels and wide leg pants. Richard Kiel appeared in a full set of Armani "power suit" in American Dancer, and the brand began to impress the audience.

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When Giorgio Armani's first men's wear series was launched as a menswear brand with the name of Armani blockbusters, it was deeply watched by fashion buyers and the media. The suit jacket is its signature piece, which is beautifully cut and easy to wear. In 1975, women's clothing line was added. It is worth mentioning that her sister Rosanna Armani is the top model of Italy. She used her influence to make Giorgio Armani well known.

Giorgio Armani is becoming more and more famous and its business is booming. It seems natural to open a second line. In 1981, Emporio Armani was officially established, opening the first Emporio Armani store in Milan. Emporio means "department store" in Italian. From its name, we can imagine that Emporio Armani is an Armani department store, with a wide range of goods: men's and women's clothing, shoes, perfume, even glasses and accessories. The style follows the young line, which provides a good choice for young people who love Armani but do not like to wear the mature main line. It is a favorite department store.

Emporio Armani, under the influence of Giorgio Armani, became very popular in the 1980s, opening one branch after another from Milan to America and Asia. In recent years, Emporio Armani Caffe has been set up in 12 different cities around the world, such as Paris, Osaka, etc., which integrates the concepts of music, food, interior design aesthetics, etc., and shows the leisure life philosophy of a generation of famous Italian teachers for ordinary people. As the second brand of the famous Armani, Armani Exchange is aimed at young and fashionable consumers, and its design is more avant-garde and bold. The theme of this season's Armani Exchange is "sexy at night". The color is dominated by black, and denim, knitting and other fabrics are used to create a young and energetic seductive style. While sexy and seductive, it also continues the elegance and charm that Armani is famous for, sexy and wild, but never kitsch.

Design style

As far as the design style is concerned, Giorgio Armani is neither trendy nor traditional, but a good combination of the two. Its clothes rarely seem to be related to fashion.

My design follows three golden principles: first, remove any unnecessary things; Second, focus on comfort; Third, the most gorgeous thing is actually the simplest. " This is George Armani's very accurate evaluation of himself. American fashion designer Bill Burras commented on Armani and his clothes: "His design of women's clothing style is indeed unique and impeccable. He is the genius of the times." It is not the sharp division between men and women, nor the strict demarcation between day clothes and evening clothes. Armani's unique style He has been recognized as the most influential fashion designer since the 1980s because of his personality colors and the fashion created by cultural conflicts and exchanges.

In 1975, Armani's first fashion show was a success. The design of unlined and publicized structural lines was not confined to formal and informal casual clothes, and the natural colors were carved. The hippie style prevailing in the 1960s was completely eliminated, and the traditional stiff and restrained style of men was changed with simple outlines and loose lines, Wrinkle style coats are all the rage. Later, the minitype version of men's clothing for women was launched immediately, using traditional men's clothing fabrics, showing a strong neutral style. His style, aesthetics and honor were thus established.

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Red carpet actress uniform

The soft and comfortable body lines and feminine characteristics are displayed, which is a new definition of Giorgio Armani's advanced custom uniforms. The focus is on the natural beauty of the human body. Accurate shoulder line processing and slim waist cutting make the skirt in the shape of flower bud and lantern more fluffy and sexy. The thin line pattern of geometric principle creates a three-dimensional aesthetic sense of visual confusion.

Armani is eager to get rid of the stereotype of the brand. For example, people always believe that Armani is synonymous with high-end suits. Delicate discount and wrinkle catching and a large number of handmade details have become the main focus. The transformation of the whole show is like a prediction experiment of the designer's personal career growth. The stage uses the three-dimensional texture of seersucker to build his latest favorite femininity, and the long dress in the middle color is the first choice for Hollywood actresses to walk on the red carpet.

Founder introduction

Giorgio Armani was born in Piacenza, northern Italy, on July 11, 1934. Like the birthplace of Latin, Armani's life was also endowed with magical colors. In 1957, he retired from the army as a window designer in the department store La Rinascente. In 1961, he joined the famous fashion design company Nino Cerruti, became the assistant of the father of Italian fashion Nino Cerruti, and began to make a figure in the fashion industry. However, the romantic and casual nature of Italians made them give up the generous treatment of large companies and begin to plan their career.

In 1975, with the encouragement of his friend Sergio Galeotti, he founded his own men's clothing brand under the name of Giorgio Armani, which created a myth that amazed the fashion world. "Casual elegance" is the style Armani has been seeking since its inception. The exquisite texture and simple lines all show the characteristics of comfort, free and easy, unrestrained and free. The seemingly casual cutting reveals the beauty and strength of the human body, which not only abandons the tediousness of the corset, but also overturns the playfulness of the hippie style. Giorgio Armani believes that design is a way to express self feelings and emotions; It is the best interpretation of the pursuit of beauty; It is an eternal challenge to comfort and luxury, reality and ideal. Today, Armani is not just a fashion with white words on a black background. It represents a way of life, a symbol of unrestrained and energetic, and it shows the magnificence, sexiness, ease and creativity of men and women to the extreme.

Today, Armani has traveled in more than 100 countries around the world, with Giorgio Armani Le Collezioni, Emporio Armani, Armani Junior and other series. The products have gradually become diversified, from clothing to perfume, handbags, jewelry, glasses and other categories, and even into mainstream bars and hotels.

His great victory in the fashion industry won him numerous honors, but his unswerving devotion to charity made him more respected by the world.

His early experience in the army has had a great impact on Armani's life. His extraordinary accomplishments in fashion design are not the final yardstick of Armani's victory. His untiring pursuit of charity is the most powerful manifestation of his personal charm. This design giant, whose personal wealth has reached as much as 5 billion dollars, has always saved money in his career, but he treats others with great generosity. For many years, he has been running around for the poor people in the world.

In 2002, in order to praise Armani's outstanding performance in the cause of refugee relief, the Office of the United Nations High Commissioner for Refugees invited Armani to serve as the organization's Goodwill Ambassador. "I am very proud to welcome Armani as UNHCR Goodwill Ambassador, and I am very grateful to him for taking this position," said UNHCR official Luther Lubes.

During his tenure as ambassador, Armani personally raised funds for the organization, expanded its popularity and influence through various methods, and appealed to the international community to pay attention to refugee groups. In the face of the Afghan crisis, Giorgio Armani held a Christmas charity campaign, not only donating a large number of donations and advertising, but also donating the funds from the sale of products to Afghan refugees. In order to support the work of UNHCR, Armani also designed a special mug, which was inspired by his trip to Shanghai. Part of the income from the sale of the mug will be used for the relief of more than 200000 refugees worldwide. "I admire UNHCR's tireless work. I will work hard for my duties as ambassador. Although it is extremely difficult to sponsor world refugees, I always believe that everyone has the opportunity to change something. I hope I can do it myself," Armani said, "We have an obligation to make the world a better place. In particular, we should help young refugees to rebuild their lives. After all, children are the future of the world."

Giorgio Armani thought that whenever he engaged in a new charity, it was just like designing new works, which filled him with happiness. In 2004, Armani put charity love into the scope of activities, published a book called Faces of Sport with Special Olympics activists as the leading role, and used all the proceeds from book sales to improve the daily training quality of Special Olympics activists and improve the career level of people with intellectual disabilities.

In the long journey of charity, Giorgio Armani has always been willing to be the pioneer, extending his hand of support to every corner of the world. On September 21, 2006, Armani held a grand fashion announcement for his latest masterpiece - "Product Red" series at the Ulskot Exhibition Center in London. The bright and enthusiastic red color exudes mutual assistance and care of human nature, and the simple and elegant style reflects the sincere and frank personality. At the announcement meeting, Giorgio Armani expressed affectionately that charity will be his lifelong cause. He will raise the profits from this latest product to support the work of the Global Fund for AIDS in Africa, especially for African women and children to fight AIDS. His initiative moved some people on the occasion. For charity, Giorgio Armani likens it to a paintbrush embellishing beautiful delusions. Just like design, it should be integrated into its own emotions and filled in the heart. He will create a new world with his sincerity and sincere feelings. There is no sorrow and pain, only comfort and comfort like Armani.

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Brand characteristics

In the era of gender confusion, clothing is no longer absolutely different between men and women. GIORGIO ARMANI is one of the designers who break the boundary between masculine and feminine and lead women's clothing to a neutral style. ARMANI majored in science courses on campus, studied medicine at university, and served as assistant medical officer when serving in the military. The analysis training of rational attitude and the concept of world balance are his criteria for designing clothes.

ARMANI's creation of clothes is not based on fantasy, but comes from observation. When he sees others' elegant way of wearing in the street, he uses his way to create his own elegant form of ARMANI style. Many of the world's top executives and Hollywood movie stars have become followers of ARMANI because of their own creative style. There is even a popular saying in Hollywood: "When you don't know what to wear, you are right to wear ARMANI!". Judy Foster is a loyal supporter of ARMANI.

In men's and women's clothing, simple suits are matched with perfect neutral tailoring. No matter at any time or on any occasion, there is no problem of inappropriateness or fadeness. Global advocates are cross professional and cross age. ARMANI accessories include leather goods, shoes, glasses, ties, scarves, etc., which, like clothing, pay attention to exquisite texture and simple lines, clearly setting off simple Italian style clothing. Even for swimwear, the complicated decorative lines are omitted, and the cutting and splicing of sexy curves of sculpture is the main part, which has an indescribable elegance. There are many sub brands of GIORGIO ARMANI, such as ARMANI JEANS men's and women's jeans series, GIORGIO ARMANI JUNIOR men's and women's children's wear series, as well as snow clothes, golf wear series, etc. Among them, the most mature should be EMPORIO ARMANI men's and women's wear marked by eagles. All kinds of brands have attracted loyal supporters, and the fashion circle seems to be blowing an ARMANI style.

　 Past reviews ：

　　 Fashion brand named after designer (1) - Valentino

　　 Fashion brand named after designer (2) -- Versace

　　 Clothing brand named after designer (3) - Pierre Cardin

　　 Fashion brand named after designer (4) - Gucci

　　 Clothing brand named after designer (5) -- Givenchy

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