Ričard Gir u filmu Američki žigolo Gere in the movie American gigolo
G iorgio Arma- ni is a creator who taught us that luxury doesn’t have to be uncomforta-
Richard
ble and stuffy. We associate his style with business chic and refined elegance, though in the meantime he has expanded to encompass all segments of fashion and lifestyle. If we had to describe his style in a few words, we’d say: minimalism, perfect cuts and soft materials. He despises trends, but is always con- temporary. For him the key to timeless style lies in elegance that will never go out of fash- ion. Elegance comes from the head - first comes the thought, then the move. Intelli- gence is essential in order for you to be el- egant, says Armani. Every success also implies a shifting of boundaries or a changing of standards. Thus Giorgio freed us of excessive accessories and introduced sporting elements to busi- ness and formal clothing. His mod- els have relaxed lines that make
Od konfekcije do visoke mode From pret-a-porte to haute couture
BIOGRAPHY Born 11 th July 1934 in Piacen- za, Italy, he wanted to become a doc- tor, but abandoned his medical studies after
two years. He started his career as a window display decorator at renowned Milanese department store La Ri- nascente. He started working at fashion house Cerruti in 1964 as an assistant on the men’s line Hitman. It was nine years later, together with Sergio Galeotti, that he found- ed the Giorgio Armani fashion house. In 2001 he was acknowledged as the most im- portant Italian fashion design- er. Today he is 84 and has a genuine fashion empire.
them comfortable and easy to move around in, regardless of whether you’re at work or out for an evening, while at the
same time you appear attractive and modern. He prefers black and dark blue, which serve to thin the figure and allow you to experiment with shapes and textures. Every detail is considered deeply. He even personally sketched the famous eagle for the Emporio Armani line. His designs are luxurious and wearable; they’re not cheap, but are made without a determined shelf life. Alongside his perfect work, this global- ly popular creator still needs to thank pow- erful Hollywood productions for his fame. It was enough for him to dress the famous Richard Gere for his role in the film Amer- ican Gigolo (1980) for the doors to world glory to be opened to him. And his casual style became synonymous with a good look. His biography could also include the fact that he is the first living artist whose work was presented in a Guggenheim Mu- seum exhibition, back in the year 2000, but also the fact that he is the only fashion de- signer, alongside Christian Dior, to appear on the cover of Time Magazine. He entered the world of high fashion five years later, according to all strict ten- ets, and exhibited collections in Paris. Crea- tions featuring his signature have walked all around the world, from red carpets at fash- ion and film events to parties for members of high society. His designs are worn by Megan Fox, Ri- hanna, Madonna, Anna Wintour et al. The
diversity of the lovers of his work testifies to his fashion genius. And that genius was self- taught, as he never studied fashion. Globalisation is for him something that shouldn’t be opposed. His stance on fash- ion doesn’t change, but he monitors change. That’s how he established the A/X: Armani Exchange line, in an attempt to break into the American mass market. The Giorgio Armani fashion house, like many other fashion houses, was built pri- marily on the personal identity and aesthet- ics of Giorgio Armani himself. In such com- panies, the brand assumes the identity of its founder. It is intended for the elite and fashion literate class. Today it is an empire. Alongside the main company and five lines dedicated to different fashion groups, Arm- ani also has lines for furniture and home décor, gift chocolate bars, cosmetics and perfumes, while he has opened restaurants worldwide and also entered into the hotel business.
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