L'Italo-Americano

L'Italo-Americano THURSDAY, AUGUST 7, 2014 www.italoamericano.com 2 Giorgio Armani celebrates 80 years of Italian elegance Continued from page 1 experience, making himself known, and developing his inno- vative style. In 1975, they founded Giorgio Armani Spa and presented the brand's first ready-to-wear Spring-Summer collection one year later. The production of Armani's manufactured classic and luxury clothing was soon expanded to the United States and other countries, creating more and more lines for both men and women. Among them were G. A. Le Collezioni, Giorgio Armani Underwear and Swimwear, Giorgio Armani Accessories, Armani Junior, Armani Jeans, and Emporio Armani. The latter was designed to meet the same quality stan- dards of the main line in terms of style, but at a more affordable price. Armani also signed an impor- tant agreement with L'Oréal to create perfumes, but when somebody insinuated that he was interested in selling the company to the French group, Armani denied this and stuck to his own philosophy. Over the years, Giorgio Armani has become one of the world's most famous and wealthy stylists. His success is due to his determination and his commitment: he controls every step of the process, from design to production, from distribution to unconventional marketing strategies that include commer- cials, street advertising, and a magazine. He was the first to broadcast his haute couture col- lection – Armani Privé - live on the Internet in 2007, and he also believes in the power of cinema to promote his business and as a source of inspiration. Since the 1980s, when he designed Richard Gere's attire in American Gigolo, Giorgio Armani has collaborated with the film industry in over 100 movies. Recovering from Sergio Galeotti's passing, Armani con- tinued to expand his production to Eastern markets, launching a sportswear line and the more accessible Armani Exchange for the U.S. mass market, but also cosmetics and home furnishing lines. In 2000, the Guggenheim museum in NY celebrated his work through the first exhibition ever dedicated to a living stylist, and on the occasion of Expo 2015 the museum Armani Silos will open to the public in Milan. Despite the passage of time and the challenges of constantly changing trends in fashion and in contemporary society, Giorgio Armani remains an ambassador of Italian style and elegance all over the world, and his amazing creations will hope- fully be a symbol of the strength of Made in Italy for many more years to come. Giorgio Armani hugging his faithful actress friend Sophia Loren during the celebration of his 80th birthday

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