Giorgio Armani: a 50-years journey
From Italy with love
On July 11, fashion legend Giorgio Armani celebrates his 90th birthday. Today, he remains the only actively working maestro involved not only in creating collections for his fashion house but also in developing cosmetic lines and opening restaurants, and hotels. Over half a century, Giorgio has built an empire.
The idea of creating his brand was realized by Armani in 1974. To purchase fabrics, he sold his car. The designer decided that working with carefully selected suppliers would reduce the initial investment costs.
Fifty years ago, Giorgio Armani presented the debut men's collection Borgonuovo 21. It immediately brought fame to the designer due to the uncharacteristic informality of the suits for that time.
In the mid-70s, slim-fit jackets, shoulder pads, and creased trousers were in vogue. Armani rejected these trends, refining the masculine silhouette with soft fabrics. His collection featured velvet, cashmere, and wool crepe.
Photo: SPOTLIGHT / Giorgio Armani
Next, Giorgio launched a women's line. While he gave more femininity to men's garments, he imbued the women's suits with masculinity.
The Giorgio Armani Spring-Summer 1980 collection reflected the key elements of the brand's style: neutral shades, minimalism, elegance, and precise tailoring.
Photo: SPOTLIGHT /Giorgio Armani
The "Le Smoking" collection, shown a year later, allowed Armani to change people’s perception of tuxedos. He offered women an exquisite version of the men's suit with wide trousers and long jackets. This new trend by Armani became a symbol of women's emancipation.
There was an evolution of business style: elegance, minimalism, and stylish design – power suits became a symbol of success and status in the business world. Giorgio also released his first fragrance. The brand tried to capture the concept of paired fragrances.
«Follow your perceptions, despite conventional ideas. My experiments with tailoring went against established norms. However, I aimed to create clothing that combined elegance and comfort. Eventually, my ideas became fashionable».
Just five years after its founding, the Italian company entered the international market, and the House of Giorgio Armani became one of the leading names on the global runway. However, the designer found the scope of two lines – Giorgio Armani and Armani Collezioni – too limiting. He created a third line, Emporio Armani, aimed at a younger generation ready for experimentation. Following this, the Armani Jeans line appeared. Around this time, Giorgio Armani caused a fashion revolution: the first-ever fashion-related advertising billboard was displayed in the center of Milan.
For the "King of Blazers," this was not the only revolution. He was the first to broadcast a fashion show live, the first to stop working with models whose body mass index was below normal.
«The secret to happiness lies in balancing work and personal life. I have dedicated myself entirely to my work, but I would have done things differently if given a chance to start over».
Photo: SPOTLIGHT / Giorgio Armani
Although Giorgio remains true to his core principles of minimalism and elegance, he does not ignore modern trends. In 1991, the Armani House launched the Armani Exchange line. Inspired by street chic and dance music that had entered pop culture, Armani Exchange produced basic everyday clothing and accessories. Uncharacteristic campaigns for Armani emerged.
Alongside numerous lines and brand offshoots, Armani actively supports charitable and social initiatives. Giorgio advocates for sustainable development and supports young designers.
«Style boils down to self-expression. Therefore, don't try too hard to put together a wardrobe. The main thing is to be true to yourself».
Photo: SPOTLIGHT / Giorgio Armani
The couture line Privé appeared in 2005. The debut coincided with the brand’s 30th anniversary and the designer's 70th birthday. The line included 31 looks, all intended for red carpets – from Cannes to the Oscars. Armani dressed Diane Keaton, who won "Best Actress" for her role in "Annie Hall" in 1978. Jessica Tandy, Jodie Foster, and Emma Thompson – all Oscar winners – also wore Armani Privé outfits.
Armani continues to popularize the concept of minimalism in fashion. The brand favors clean lines, neutral shades, and a restrained style. Silk has become the ideal material for creating their looks.
Photo: SPOTLIGHT / Giorgio Armani
Over 50 years, the maestro has changed the textures of fabrics, the looks of suits and dresses, and the models, but he has not changed the style that has flowed through time. The modern fashion industry often labels Giorgio Armani’s collections as boring. But within the legacy of a true empire lies a harmonious blend of tradition and innovation, elegance and modernity, luxury and functionality.
The Italian fashion house Giorgio Armani will skip Milan Fashion Week. The Spring-Summer 2025 women's collection will be shown on October 17 in honor of the opening of a new building on Madison Avenue in New York. A penchant for architectural structures is also part of the designer’s empire. Learn more about the personality of Giorgio Armani as ELLE tells the story here.
