ITALIAN MASTER
Fashion fans all know Mr. Giorgio Armani, but what brought
his fashion empire and brands to this level? Explore the history of Emporio Armani,
a contemporary brand by the Armani Group.
STORY
TAWAN KONKAEW
PHOTOGRAPHY
COURTESY OF BRANDS
Back in the 1980s, one of the most influential fashion labels was Armani. Everyone was crazy about the broad-shoulder tailored suit like what the main character of American Gigolo wore. What’s the secret success recipe of this designer? Why is he still relevant and popular in the digital era?
Mr. Giorgio Armani was born in 1934 in Piacenza, Italy. Before becoming a world-renowned designer, he was assigned to the Military Hospital in Verona, and he would attend shows at Arena di Verona, which sparked his passion for fashion.
However, the brand that made the biggest buzz around the world for the group was Emporio Arman
Armani found a job as a window dresser at La Rinascente in 1957, before becoming a seller for the menswear department. Soon after that, Armani moved to the Nino Cerruti company, for which he designed menswear. He started small and worked his way up to becoming a designer, and these experiences had taught him about the fashion world and consumers. In 1975, he established Giorgio Armani S.p.A. in Milan, selling menswear under his own name, and branching out to womenswear in the following year.
Taking his brand to another level of success, the company signed an important agreement with L’Oréal to create perfumes and introduced the Emporio Armani, Armani Junior, Armani Jeans, and Emporio Underwear lines. The brand dressed many Hollywood stars, and that decade was Armani’s golden era. He opened Armani Japan in 1988 and added a new basic men’s and women’s line for America known as A/X Armani Exchange (1991) with the same level of stylistic quality as his high-end line, but at a more accessible price.
This is all a part of the company’s business structure and the reason why Italian fashion group Giorgio Armani’s sales revenue rose over $2.6 billion. The highest peak of the company is Haute Couture label Armani Privé, followed by Giorgio Armani, which focuses on sleek design and Italian quality.
However, the brand that made the biggest buzz around the world for the group was Emporio Armani, a ready-to-wear line for men and women, including leather products, shoes, accessories and timepieces. Emporio Armani focuses on modern trends, unique details, and Armani’s signature attention to detail. The clothes are adaptable and comfortable, suitable for various activities in everyday life. Emporio Armani is one of the three main lines which Mr. Armani oversees himself in every collection, unlike other secondary labels which he lets the teams handle.
Emporio Armani is one of the three main lines which Mr. Armani oversees himself in every collection
Now, let’s get to know the latest collection from Emporio Armani. For womenswear, Mr. Armani is inspired by big city life and metropolitan energy. The shoulders are more rounded, the lengths are longer, and there are various shades of grey, with splashes of red and fuchsia adding a touch of femininity, while black and white check pattern adds an air of sophistication. The collection tells a story about women’s multidimensional thoughts, and shows that women can be both tough and gentle at the same time. It’s also an interesting step for the brand to introduce faux fur to replace real fur. The brand has invented faux fur that looks and feels almost real.
For gentlemen, Mr. Armani takes them back to the 1920s, the time of fun and glamour in New York City. The guys are dressed in grey suits and straight-leg trousers, with luxurious materials like satin, wool and velvet. Graphic patterns inspired by architecture and mirrors play an important part in this collection.
Timeless design and Italian quality with curated creativity and contemporary quirks will make you fall in love with this brand.
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