Artist of the day: November 2018

Saturday, November 24, 2018

Artist of the day, November 24-25: Giorgio Armani, Italian fashion designer

Giorgio Armani (1934) is an Italian fashion designer. He is known today for his clean, tailored lines. He formed his company, Armani, in 1975, and by 2001 was acclaimed as the most successful designer of Italian origin, with an annual turnover of $1.6 billion and a personal fortune of $8.1 billion as of 2017. He is credited with pioneering red-carpet fashion.

Armani was raised with his older brother Sergio and younger sister Rosanna by his mother Maria Raimondi and father Ugo Armani. While at secondary school at the Liceo Scientifico Respighi in Piacenza, Armani aspired to a career in medicine, he enrolled in the Department of Medicine at the University of Milan, but after three years, in 1953, he left and joined the army. Due to his medical background, he was assigned to the Military Hospital in Verona, where he would attend shows at the Arena. He eventually decided to look for a different career path.

After his stint in the armed forces, Armani found a job as a window dresser at La Rinascente, a department store in Milan in 1957. He went on to become a seller for the menswear department, in which capacity he gained valuable experience in the marketing aspect of the fashion industry. In the mid-1960s, Armani moved to the Nino Cerruti company, where he designed menswear. His skills were in demand, and for the next decade, while continuing to work for Cerutti, Armani also freelanced, contributing designs to as many as ten manufacturers at a time. In the late 1960s, Armani met Sergio Galeotti, an architectural draftsman, which marked the beginning of a personal and professional relationship that lasted for many years. In 1973, Galeotti persuaded him to open a design office in Milan. The international press was quick to acknowledge Armani's importance following the runway shows at the Sala Bianca in the Pitti Palace in Florence. The experience provided Armani with an opportunity to develop his own style in new ways. He was now ready to devote his energy to his own label, and on July 24, 1975 he founded Giorgio Armani S.p.A. in Milan, with his friend Galeotti. In October of that same year, he presented his first collection of men's ready-to-wear for Spring and Summer 1976 under his own name. He also produced a women's line for the same season.

Armani established an innovative relationship with the fashion industry, characterized by the 1978 agreement with Gruppo Finanzario Tessile (GFT), which made it possible to produce luxury ready-to-wear in a manufacturing environment under the attentive supervision of the company's designer. In 1979 Armani began producing for the United States and introduced the Main line for men and women. The label became one of the leading names in international fashion with the introduction of several new product lines. In the early 1980s the company signed an important agreement with L'Oréal to create perfumes and introduced the Armani Junior, Armani Jeans, and Emporio Armani lines, followed in 1982 by the introduction of Emporio Underwear, Swimwear, and Accessories. A new store was opened in Milan for the Emporio line, followed by the first Giorgio Armani boutique. Armani's concern for the end user culminated in the development of a more youthful product with the same level of stylistic quality as his high-end line, but at a more accessible price.

Because of the democratic nature of the Emporio line, Armani felt that he had to make use of new and unconventional advertising methods. Armani also felt that a relationship with the cinema was essential, both for promotional reasons and for the stimulus to creativity. He designed the costumes for American Gigolo (1980), the success of which led to a long-term collaboration with the world of film. Armani designed costumes for more than one hundred films, one of the most important of which was The Untouchables (1987).

During the late 1980s, despite Galeotti's death (1985), Armani continued to expand commercial horizons and licensing agreements. He opened Armani Japan and introduced a line of eyeglasses (1988), socks (1987), a gift collection (1989), and a new "basic" men's and women's line for America known as A/X Armani Exchange (1991). After the frenetic expansion of the 1990s (sportswear, watches, eyeglasses, cosmetics, home, and new accessories collections), 2000, the twenty-fifth anniversary of the brand, saw a flurry of investment activity, including stock sales and the acquisition of new manufacturing capacity intended to increase Armani's control over the quality and distribution of his products.[citation needed]

He prepared to break into the Chinese market by opening up his first store in that country in 1998. The small shop in Beijing was followed by a flagship store in Shanghai in 2004 and plans for 40 by 2011. In 2000, Giorgio Armani SpA was introducing new lines of cosmetics and home furnishings, and expanding its line of accessories. At the same time, the Guggenheim Museum in New York hosted an exhibition of Armani's work – a first for a living designer – with average attendance of 29,000 a week.

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