Armani: The History of the Women's Suit / ITech content

Contents:

• What should a young man do in ruined Italy
• Milano & Amore
• What should a man do in the prime of his life and the national economy?
• Androgyny is freedom
• "Revolution on the red carpet"
• Business of one name
• Buildings of a perfect cut
• Armani Casa

We explore the evolution of one of the most famous Italian brands. This brand has become a symbol of quality and style, personifying Italian culture and traditions. Since its founding, it has gone through many stages, adapting to changes in the market and consumer preferences. The brand has become synonymous with innovation and craftsmanship, and its products have won recognition both at home and abroad. We will tell you about the key moments in the brand's history, its significance in the world of fashion and its influence on modern trends.

What a young man can do in devastated Italy

Giorgio Armani was born on July 11, 1934, in the Italian town of Piacenza. His family was not distinguished by material wealth: Armani's grandfather created 19th-century-style wigs for the local theater, his father worked as an accountant for a transport company, and his mother was raising three children - two sons and a daughter. Giorgio showed an interest in fashion and design from an early age, which later became the basis for his distinguished career in the fashion industry.

Giorgio Armani spent his childhood in fascist Italy, where totalitarianism and Mussolini's rule reigned. At that time, right-wing sentiments and an emphasis on traditional values ​​​​created a difficult atmosphere for an ordinary family. Despite the war and environmental pressures, the fashion designer always remembered his mother with warmth, who had impeccable taste. It was her influence that laid the foundation for his future career in the world of fashion and style.

I have many memories of my childhood that have significantly influenced my professional choice. I remember the simple yet sophisticated elegance of my parents. It was, above all, an inner elegance, which may have been due to the fact that we did not have a lot of money. I remember my mother sewing clothes for us children. Despite our financial difficulties, our classmates envied us for appearing wealthy, even though we were actually quite poor. These memories of childhood and family values ​​became the foundation for my perception of beauty and style in my work.

Giorgio Armani became a key figure in the 1990 film Made in Milan, directed by Martin Scorsese. The film not only highlights Armani's unique style but also demonstrates the influence of fashion on culture and art. Scorsese's work explores the world of haute couture and its connection to life in Milan, allowing viewers to gain a deeper understanding of the designer's philosophy and his contribution to the industry. The film was a landmark in reflecting the evolution of fashion at the end of the 20th century and cementing Armani's status as one of the most influential designers of his time.

My entire childhood was marked by war. I lost two friends when the house they were in was bombed. During another bombing, I threw my sister Rosanna to the ground and covered her with my body to protect her from harm. I myself was injured in an explosion that occurred while playing with gunpowder. I cried while being treated, but I was not going to give up. This determination - more instinctive than rational - has become my engine in overcoming difficulties. My experience reflects the strength of the human spirit and the resilience that is needed in the most difficult times.

In an interview with Giorgio Armani for Firenze magazine, the designer shared his views on fashion, style and inspiration. He noted that his approach to creating collections is based on a combination of elegance and simplicity. Armani emphasized the importance of individuality and uniqueness in fashion, encouraging people to find their own style rather than blindly follow trends.

The designer also discussed the impact of cultural changes on fashion, noting that the modern fashion industry requires flexibility and the ability to adapt to new conditions. In his opinion, sustainable development and ethical production are becoming an integral part of modern fashion.

Armani expressed his belief that fashion should be not only beautiful but also functional, and that every element should bring joy and comfort. An interview with Giorgio Armani opens new perspectives on fashion and inspires the search for personal style.

In his youth, Giorgio became acquainted with the novel "The Citadel" by Archibald Cronin. This work had a profound influence on him and inspired him to choose a career in medicine. He entered the University of Milan, but, unfortunately, was unable to complete his studies.

In 1953, young Giorgio Armani decided to leave his studies and go serve in the army. This decision was not motivated by patriotic convictions, but rather an opportunity for him to rethink his life's goals and ambitions. After several years serving as a military medic in Verona, Armani realized that he did not want to continue his career in medicine. This realization became an important step towards his future in the world of fashion.

Post-war Italy was still recovering from World War II and was experiencing a severe economic crisis. Finding a decent job for a young man from a humble background was a real challenge. Giorgio decided to go to Milan, the industrial capital of the country, where he managed to get a job as a window dresser in the men's clothing department of La Rinascente department store. He also helped customers choose suits. His talent and customer service skills quickly became apparent, and in 1957, Giorgio took a position as a men's wear buyer at the same store.

Armani worked at the clothing store for eight years and came to the conclusion that fashion was his true calling. Despite having no experience in design, he was determined to develop his skills and immerse himself in the world of the fashion industry.

Milano & Amore

In the early 1960s, Giorgio Armani began his career working for the renowned fashion designer Nino Cerutti, owner of a prestigious suiting empire. At Hitman, one of his subsidiaries, Armani began designing patterns for men's suits, which became an important stage in his development as a fashion designer. This experience became the basis for his later success in the fashion world, where he subsequently developed his own style and brand, becoming one of the most influential designers in the industry.

The Milanese school of tailoring is known for its unique tradition, which differs from the Neapolitan style in its simplicity and austerity. This school is based on precise techniques and restrained lines, which make each garment elegant and stylish. Tailors working in Northern Italy are renowned for their attention to detail, which allows them to create suits that emphasize individuality and ensure a perfect fit. The quality and craftsmanship inherent in the Milanese school make it one of the most respected in the fashion world.

By the end of the 19th century, the "Milanese suit" had become a key element in the development of modern men's fashion. This change occurred against the backdrop of the Industrial Revolution, when Milan established itself as the industrial capital of Italy. A new social group—entrepreneurs—needed practical and respectable suits, which were no less important to them than to aristocrats and bohemians. As demand for such attire grew, a variety of options emerged, contributing to the further development of menswear.

The basic principle of Milanese style is that men's clothing should fit the figure precisely. This style emphasizes practicality: unnecessary folds, excessive details, and inappropriate embellishments are avoided. Particular attention is paid to emphasizing the shoulders, which creates a harmonious relationship with the rest of the silhouette. Milanese style emphasizes elegance and functionality, emphasizing the quality of materials and clean lines.

This tradition inspired Armani to create clothing distinguished by laconic design, elegance, and an impeccable fit. The desire for simplicity and the absence of unnecessary details became the foundation of his unique style, which attracts connoisseurs of high-quality fashion.

I always emphasize the importance of simplicity. Exhibitionism disgusts me.

The film "Made in Milan" is a captivating work that immerses viewers in the atmosphere of Italian fashion and entrepreneurship. The plot revolves around the main characters as they face challenges in the fashion industry. The film emphasizes the importance of creativity, perseverance, and innovation in business, and also demonstrates how personal relationships influence professional success. The film's visual style and attention to detail make it especially appealing to fashion lovers. "Made in Milan" not only entertains but also inspires, showing how you can overcome challenges and achieve your dreams in the dynamic world of fashion.

Talent, many years of experience working in a department store and a deep understanding of fashion have led to the significant success of Armani's designs. As a result, Nino Cerutti appointed Giorgio as head of the menswear department. However, Giorgio had already realized that he was striving for more, dreaming of new horizons in the world of fashion and design.

During his time at Cerutti Armani, Giorgio worked on a freelance basis for at least ten different brands. This experience allowed him to gain a deeper understanding of the market and define his interests as a fashion designer, and also contributed to the growth of his reputation among Italian menswear manufacturers and the fashion industry as a whole.

Milan has only recently become considered a "fashionable" city. Despite its rich history in tailoring and industry, as well as its status as a major center of silk and textile production since the early 20th century, the fashion market was primarily influenced by French trends until the 1970s. The French suit remained fashionable for several centuries, and in the 20th century, trends were set by such fashion trendsetters as Dior and Yves Saint Laurent. Since then, Milan has become a major player in the fashion world, attracting the attention of designers and fashion brands from all over the world.

In the 1950s and 1960s, Florence began to rival Milan as the fashion capital of Italy. The city was the birthplace of Alta Moda, the equivalent of French Haute Couture. Florence drew attention to haute couture and set fashion trends, competing with Milan for recognition in the fashion world.

By the 1970s, Milan had become a renowned shopping hub, offering a variety of clothing for all tastes. During this time, the city underwent significant infrastructural changes, transforming into a metropolis. Migrants from the southern regions of Italy actively moved to Milan in search of work, which contributed to the rapid increase in the number of shops and factories in the area. Thanks to this, Milan established itself as a city of fashion and became one of the "big four" world fashion capitals, largely due to the contribution of designers such as Armani.

In the second half of the 1960s, Giorgio Armani met Sergio Galeotti, who became his business partner and close friend life partner. Galeotti, a young architect with experience working in major Italian architectural firms, played a key role in realizing Armani's dream. It was he who convinced the designer to leave Cerutti and soon found his own brand, which would later become a symbol of style and elegance in the fashion world.

From the very beginning, it looked like a scam, Armani explained. Galeotti pretended to run the company, although, of course, Sergio had no business experience, and in fact, I was the one behind Sergio. However, in the public eye—even in his eyes—we promoted the idea that Sergio was the key figure behind the entire business. I played the role of creator.

In 2000, Giorgio Armani gave an interview for Vanity Fair, in which he shared his thoughts on fashion, style, and his influence on the industry. He discussed the importance of individuality in clothing and emphasized that fashion should reflect each person's personality. Armani also discussed his path to success, and how his design philosophy changed the perception of men's and women's fashion. The interview became a key moment in his career, cementing his status as one of the world's most influential designers.

In 1973, Giorgio Armani left Hitman and began his career as an independent designer, collaborating with renowned Italian brands. Among them were Allegri, Bagutta, Hilton, Sicons, Gibo, Montedoro, and Tendresse. These brands specialized in suits and classic clothing, which allowed Armani to develop his unique style and philosophy in the fashion world. His work with these brands became an important stage in the formation of his future empire, thanks to which he was able to lay the foundations of his design approach and gain recognition on the international arena.

What should a man do in his prime and the national economy?

In 1975, the brand was founded and held its first show in Florence. The event took place in the White Hall of the Pitti Palace, home to the Costume and Fashion Museum of the Uffizi Gallery. Since 1952, it has hosted the Pitti Uomo world menswear fair, considered one of the most prestigious events in the world of men's fashion.

Despite significant achievements, Giorgio Armani faced financial difficulties, lacking sufficient funds to launch his own business. This fact has become a well-known event in most designer biographies: Armani scrimped on everything, including selling his Volkswagen Beetle, to rent a small office in Milan and create his first collection. This story highlights his determination and dedication, which ultimately led to the creation of one of the most famous brands in the fashion world.

Galeotti left his career as an architect to focus on assisting his partner in the commercial field, while Giorgio devoted all his energy and attention to design.

In October 1975, the designer presented his first men's ready-to-wear collection for spring/summer 1976 under his own name. That same season, a women's line was launched, marking an important step in his career and the fashion industry as a whole.

It was a propitious time to start a business in the fashion industry. Italian manufacturers began actively investing in local designers, supporting not only production but also marketing. Thanks to this, new names could launch their businesses without debt, supporting their collections with ambitious fashion shows and advertising campaigns, which contributed to their successful promotion in the market.

Androgyny is freedom

My important discovery was jackets that fit loosely and naturally. I experimented with design, removing traditional padding and lining, which allowed me to create jackets that do not wrinkle and retain their shape. I also changed the fastening method and radically reworked the proportions. What was previously considered a flaw became the basis for a new shape. I was surprised to learn that women were interested in jackets made for men. This experience showed me that women need a style of clothing that is a bit like men's clothing.

Giorgio Armani became an iconic figure in the fashion world thanks to his participation in the film "Made in Milan," released in 1990 and directed by Martin Scorsese. This film not only highlighted his unique style but also contributed to the spread of his brand on the international stage. Armani was able to combine elements of Italian design with modern trends, which made his work relevant and in demand. This project was an important milestone in his career, demonstrating his influence on culture and the fashion industry. The application of his design solutions to film allowed many people to see how fashion can be an integral part of visual storytelling.

Visual androgyny is a key aspect of the Armani brand's designs. This style reflects a desire to blur the traditional boundaries between men's and women's fashion. The androgynous aesthetic in Armani's collections emphasizes versatility and individuality, creating looks that harmoniously combine elements of both genders. The result is balance and elegance, which makes Armani's design solutions relevant and in demand in today's fashion market.

Natalia Aspesi, an Italian fashion critic and close friend of Giorgio Armani, was the first to recognize the importance of the Armani brand in America.

Working women felt the need for new options for business wear. They needed stylish and comfortable jackets that would not only comply with business etiquette but also highlight their attractiveness.

Armani in Vanity Fair, 2000. The Armani collection featured in this issue reflects the elegance and style characteristic of the brand. In 2000, designer Giorgio Armani continued to set new standards in the fashion world, combining classic lines with modern trends. The article highlights Armani's influence on the industry and his ability to create clothes that remain relevant over the years. This issue of Vanity Fair was an important milestone in recognizing Armani's achievements, as well as demonstrating his influence on cultural and fashion trends of the early 21st century.

The American trend for power dressing, although not started with Armani, became widely popular thanks to his interpretation of the formal suit. Armani was able to avoid turning the jacket into a uniform, making it more relaxed and humane, while maintaining a sense of protection. This was especially true at the dawn of the third wave of feminism, when women actively asserted their rights to sexuality and comfort, overcoming traditional notions of femininity.

I sincerely hope that jackets have given women a feeling of relaxation, security, and self-confidence. This item of clothing can not only emphasize style but also create an atmosphere in which women feel protected and invincible.

Giorgio Armani is a famous Italian fashion designer and founder of the brand of the same name. Since its creation in 1975, the Armani brand has become a symbol of elegance and style. Giorgio Armani revolutionized the fashion world, offering a modern approach to design that combines classicism and innovation. His collections of clothing, shoes, and accessories have become popular among celebrities and fashion enthusiasts around the world.

Armani is known not only for his high-quality materials and impeccable tailoring, but also for his unique philosophy that emphasizes individuality and comfort. The brand offers a wide range of products, from evening dresses to casual wear, including the Armani Exchange and Emporio Armani lines, which make Giorgio's style accessible to a wider audience.

The brand's hallmark is clean lines and minimalist design, making Armani pieces versatile and suitable for a variety of occasions. Giorgio Armani is also actively involved in charity work and supports environmental initiatives, which highlights his social responsibility as a designer.

Today, the Armani brand continues to be an influential player in the fashion industry, and Giorgio's style inspires a new generation of designers and fashion lovers.

In 1978, a licensing agreement was signed with the Textile Financial Group, which contributed to the expansion of Armani and Galeotti's business. As a result, they opened a new office, which included a press room and exhibition spaces. In 1979, the company took a step into the international market when the designer founded the Giorgio Armani Corporation, which opened new horizons for the brand and strengthened its position in the fashion world.

By the end of the seventies, the Armani fashion house had established a strong position among the most famous brands in the world. Its popularity was largely determined by its close ties with the film industry, where Armani's style and designs became a symbol of elegance and sophistication.

"Revolution on the red carpet"

In 1978, Diane Keaton was awarded The Oscar for Best Actress in the cult film "Annie Hall." She appeared at the ceremony wearing an elegant pearl-gray jacket created by renowned Italian designer Giorgio Armani. This moment became a landmark not only for the actress but also for fashion, as Armani cemented its position in the world of haute couture with this outfit.

The suit perfectly reflected the actress's intellectual and slightly eccentric style, while remaining surprisingly elegant. The jacket was harmoniously paired with a white shirt and a plaid scarf, and a long skirt and leg warmers completed the look. This outfit emphasizes individuality and refined taste, making the actress bright and memorable at any event.

In the late 1970s, Hollywood's classic studio system began to give way to a new generation of filmmakers known as "New Hollywood." These young, free-spirited creators brought fresh ideas and approaches to the film industry, radically changing its face. The connection between fashion, particularly with brands like Armani, and awards shows was made possible by these innovators, who made significant contributions to both film and culture as a whole.

In 1980 That year, Paul Schrader's cult film American Gigolo was released, marking a significant moment in the history of fashion and the Armani brand. The director portrayed the main characters—actor Richard Gere and former model Lauren Hutton—in suits from the then-little-known but rapidly gaining popularity European brand. The film marked a significant milestone for Armani: in one scene, Gere opens a drawer of perfectly folded shirts, clearly displaying the brand's labels, and showcases four stylish looks featuring Armani clothing. Thus, "American Gigolo" not only strengthened the brand's image, but also had a significant impact on the fashion industry.

The fashion house has designed costumes for over a hundred films. For example, in the drama "The Untouchables," about gangsters led by Al Capone, men's suits from the 1930s play a key role. These outfits not only emphasize the style of the era, but also create an atmosphere that immerses the viewer in historical reality.

In 1988, designer Giorgio Armani opened a boutique on the famous Rodeo Drive in Los Angeles. To promote his brand, he hired former gossip columnist Wanda McDaniel as his PR manager. McDaniel actively cultivated relationships with celebrities and was one of the first to contact Jodie Foster immediately after her Oscar triumph for The Accused. The actress appeared that evening in a blue taffeta dress with ruffles, which she chose in the window of an Armani boutique in Milan. McDaniel invited Foster to entrust her wardrobe to her for future events. To this, the actress replied with a smile, "You know what? You can do that for the rest of your life." This exchange became a significant step in strengthening the ties between Armani and the film world, which contributed to the brand's popularity in Hollywood circles. In 1992, the actress won the Oscar for Best Actress for her outstanding work in The Silence of the Lambs. When she accepted the award, she wore an elegant oyster-colored suit and wide-leg shiny trousers by Armani. This stylish image became a symbol not only of her victory, but also of the fashion trend of that time.

She wasn't the only star in the Armani collection. Why is that? As Women's Wear Daily reported, "no one will judge you if you're wearing a discreet and elegant Giorgio Armani suit, which makes all those feathers and rhinestones look out of place." Columnist Liz Smith even questioned the possibility of holding an Oscar ceremony without Giorgio Armani. This designer has become synonymous with sophisticated style and impeccable taste, making him the number one choice for many celebrities on the red carpet.

Celebrities wanted to wear clothes that reflected their individuality and status, while avoiding excessive dressiness. This was the beginning of a revolution in the world of fashion, which I happily supported. Fashion became more democratic, allowing everyone to express their uniqueness through style, without succumbing to the pressure of traditional standards. This approach to clothing opened up new horizons for self-expression and became an important step in the evolution of the fashion industry.

In 2014, Giorgio Armani shared his views on fashion and style in an interview for The Telegraph. He emphasized the importance of individuality in clothing and the need to create a unique image. Armani also noted that fashion should not only be beautiful but also comfortable, reflecting the personality of each person. His philosophy is that style is not only following trends, but also the ability to emphasize your advantages with the help of clothes. The interview became an important moment in understanding the role of the designer in the fashion world and his influence on the perception of style.

Business of One Name

In In 1979, the Armani Collezioni ready-to-wear line was introduced. In 1981, the first Emporio Armani store opened in Milan, targeting a young and active audience. In 1982, the first Giorgio Armani boutique opened in Milan, and the Emporio Armani Underwear and Emporio Armani Swimwear lines were launched, significantly expanding the brand's product range and strengthening its position in the fashion market.

In the early 1980s, the company entered into an agreement with L'Oréal, allowing it to begin producing perfumes and cosmetics under the Armani Beauty brand. At the same time, new product lines were launched, such as Armani Junior and Armani Jeans, which contributed to the expansion of the range and strengthening of the brand's position in the fashion and beauty market.

In 1985, the fashion world lost Sergio Galeotti, a close friend and business partner of Giorgio Armani. His death was not only a heavy personal blow for Armani, but also a real test. Until that moment, the designer focused exclusively on creating collections, without getting involved in business management. However, after the loss of Galeotti, Giorgio was forced to take over the management of his fashion house and gradually learn to run it independently. This transition was an important stage in his career and contributed to the further development of the Armani brand.

In his private life, designer Giorgio Armani seems to lead a solitary lifestyle. Despite rare appearances with famous people and a high level of publicity, he is known for his detachment. Armani's younger sister, Rosanna, notes, "When I ask him about it, he says, 'Where do I find time to make friends?'—and he really does." It's important to note that the personal lives of celebrities are often hidden from the public, and Armani, despite his success, prefers to remain private with his thoughts and work. Vanity Fair is a renowned American magazine founded in 1913. In 2000, the publication continued to strengthen its position in the worlds of fashion, culture, and politics, offering readers relevant articles and photography. The magazine has become a platform for discussing important social issues and reflecting on societal changes. Vanity Fair is known for its in-depth interviews with famous personalities, as well as vibrant photo shoots that attract the attention of not only fashion enthusiasts but also a wider audience. In 2000, Vanity Fair also actively developed its online presence, which contributed to an increase in readership and expanded its influence on public opinion.

In 1987, the Giorgio Armani Japan division was founded, marking an important step in expanding the brand's global presence. This event allowed Giorgio Armani to strengthen its position in the Japanese market and offer exclusive collections in line with local trends and culture. The development of the division in Japan became a significant milestone in the brand's history, contributing to its further success and recognition in the fashion world.

It is no longer just a small Italian business, but a large-scale enterprise with multiple production lines and stores around the world. Armani's business model has become one of the most studied in the fashion world. Numerous books and articles exist in which authors analyze in detail the architecture and commercial strategy of this brand. Armani demonstrates a successful combination of design, quality and marketing, which makes him a role model in the fashion industry.

Before his death, Galeotti made an unexpected proposal about A British woman with red hair and a punk background received business support. She was Vivienne Westwood, who had just launched her own brand. This turning point in fashion history was a significant moment that shaped the development of the industry. Westwood, known for her bold decisions and unique style, became a symbol of punk culture and had a significant influence on modern fashion. The support of Galeotti, a key figure in the fashion industry, proved crucial to her career and allowed her to establish herself as one of the most significant designers of her time.

The collaboration between Armani and Vivienne Westwood promised to be successful. According to the agreement, Armani received exclusive global rights to the Vivienne Westwood name for seven years, with the possibility of renewal. Westwood, in turn, secured significant financial support and retained complete creative control over her collections. The presentation of the joint project was scheduled for March 1984 in Paris.

The contract was terminated, and Vivienne found herself working without the support of a major company. However, this circumstance did not prevent her from achieving impressive results.

Study also:

The world of fashion is a constant rebellion, and one of its brightest representatives is the fashion house Vivienne Westwood. The founder of the brand, Vivienne Westwood, has become a symbol of revolution in the world of fashion, combining avant-garde ideas with environmental awareness. Her work changed perceptions of the fashion industry, introducing elements of punk and anti-conformism. Vivienne Westwood not only created a unique style but also actively raised important social and environmental issues, making her brand not just a fashion statement, but a philosophical one. The history of the fashion house is a path to self-expression and the fight against conservatism, which continues to inspire a new generation of designers and fashion lovers around the world.

In 2018, Armani decided to reduce the number of brands and restructure its store chains. This move was driven by a decline in revenue recorded in 2016, when it fell 5% to €2.51 billion. The restructuring allowed the company to streamline its operations and adapt to changing market conditions, which contributed to improved financial performance and a stronger brand position.

The Armani brand's core business model now consists of three key areas, down from the previous seven. These are the Giorgio Armani lines, representing the luxury fashion segment, Emporio Armani, focused on the mid-price segment, and Armani Exchange, offering more affordable options.

I am convinced that fashion can be a catalyst for a change in our thinking. It will be a creative source that will return the industry to a more sustainable rhythm: shows should be held only for the spring-summer and fall-winter seasons, so that the retail offerings are more logical and in line with the seasons. Winter collections presented in June are puzzling and, above all, do not interest customers. Therefore, one of my key tasks is to slow down the pace to ensure a more conscious approach to fashion.

In an interview published in 2020 in Firenze, Giorgio Armani expressed his opinion on fast fashion. He noted that this phenomenon negatively affects the fashion industry and the environment. Armani emphasized the importance of a sustainable approach to clothing production and the need to create high-quality and long-lasting products. He believes that fashion should be conscious and not follow fleeting trends. The designer believes in returning to basics, valuing craftsmanship and individuality in each product. Armani encourages more responsible consumption and supports brands that adhere to the principles of eco-friendliness and social responsibility.

Perfectly Tailored Buildings

Architecture plays an important role in the Armani world. The company actively supports the restoration of Italian architectural monuments, such as the Villa Necchi Campiglio, a remarkable rationalist structure built in 1935. Armani is also participating in the restoration of the stained-glass windows of the Abbey of Saint-Germain-des-Prés in Paris, demonstrating its commitment to preserving cultural heritage. These initiatives highlight not only the aesthetic value of architecture but also its historical significance, making Armani's contribution to this field particularly relevant and significant.

Armani applies a laconic, rigorous, and rational style not only to fashion but also to his own projects. This approach ensures elegance and functionality, making his work truly unique. Armani's style is characterized by minimalism and attention to detail, which allows for the creation of harmonious and stylish solutions in various areas.

In 2000, Japanese architect Tadao Ando began work on an important project for the Armani brand. He was entrusted with the transformation of a former Nestlé chocolate factory into the new headquarters of this luxury fashion house. This project marked a significant milestone in the career of Ando, ​​who is known for his unique style and attention to detail. For Armani, the transformation of the factory into a modern space symbolized not only a change in the building's functionality but also a harmonious blend of history and modernity in architecture.

This building became the first example of eco-gentrification in Milan. The exterior remained virtually unchanged, but significant renovations were carried out inside, making the space more functional and modern. This approach to the restoration of buildings in historic areas contributes to the preservation of architectural heritage and at the same time improves the quality of life of residents.

In 2015, the Armani/Silos exhibition space opened in Milan. This building, formerly used as a grain storage facility and built in the 1950s, underwent a renovation led by renowned architect Tadao Ando. Armani/Silos has become an important part of the brand's Milan headquarters. The exhibition space not only showcases the fashion house's collections, but also serves as a platform for cultural events, highlighting the importance of design and art in contemporary society.

Armani Casa

In 2004, Armani Casa was founded — an interior design studio and a company of the same name, specializing in the production of furniture and interior items. The Armani Casa brand is recognized worldwide and offers a wide range of products, including salt shakers, wallpaper, and interior fabrics. Combining style and elegance, Armani Casa creates unique solutions for the design of residential and public spaces.

"I always create interiors in which I would like to live," says Giorgio. This statement reflects his design philosophy. In an interview, he shares his thoughts on the importance of privacy, art, and the perception of home as an ideal space. For him, home is a true paradise, filled with impeccable furniture and white walls. These walls remain empty, as Giorgio adheres to the principle of the absence of paintings in the interior. This approach emphasizes his desire for minimalism and harmony in the living space, creating an atmosphere of calm and privacy.

I never thought that I would become a symbol of Italian fashion and did not set such a goal for myself. My task was to express changes in fashion. This was not just the introduction of a new cut or color scheme, but a much deeper work. I sought to identify the needs of society and reflect the changes and social evolution that were taking place at that time. This aspiration continues to shape my work today.

In a 2020 interview with Firenze. Made in Tuscany, Giorgio Armani shared his views on fashion and its impact on contemporary society. He emphasized the importance of Italian heritage in his work and the influence of Tuscany on his creativity. Armani noted that quality and attention to detail remain key aspects of his brand. He also discussed how fashion can be a means of self-expression and how it is changing in response to global challenges. This interview reflects Armani's philosophy of elegance, simplicity, and respect for tradition.

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