Giorgio Armani – A world-famous name behind which stands a man who has revolutionized the fashion world. He has taken elegance and classicism to a new level. Milan, the city of fashion, has become what it is today through his works. Starting with shop window decoration, soon half of Hollywood and numerous actors were dressed in their film sets. In the same way Armani made it into the sports sector and dressed the Italian team for the Olympic Games. In every imaginable field the brand has tried out and set high records. Whether make-up, fragrances, watches or (sports) fashion. Designs by Armani are true classics! In this article you will find out everything from the creation to the different sales areas.
History and facts about Giorgio Armani
Giorgio Armani was born in 1934 in Piacenza, Italy. He began to study medicine, but broke off his studies in the 3rd year of his apprenticeship because he realized that this was not his vocation. Together with his then life partner Sergio Galeotti he developed his career in the fashion industry. First as a window dresser, then as a designer in the Nino Cerrutti fashion house. While Armani designe, Galeotti sold his unique pieces to several department stores, which led to the start of his own business in 1975.
His career began at the age of 40 and after only 5 years he had his first breakthrough. At the beginning of the 1980s he equipped various Hollywood celebrities. In 1982 he was the first fashion designer after Christian Dior to be featured on the cover of Time Magazine and he launched his first perfume.
In addition to elegant clothing, Armani has also created sportswear, flight attendant uniforms for Alitalia, costumes and even food for special occasions. He set the trend in the 70s with bomber jackets, which still have cult status today. He has also ensured that Milan maintains its current status as a fashion city and has created revolting fashion shows with a mini-miI to avoid anorexic trends in the fashion industry.
Despite all his success, Giorgio Armani is a perfectionist who is very reflective and self-critical of his career and his shows. He calls himself a frustrating actor, producer and director of life, because by dressing several actors he discovered his love for film and would have loved to try himself out.
In the following video you can see his attitude towards life in relation to one of the numerous shows in Paris.
- 1934 born in Piacenza, Italy
- Began to study medicine
- Dropout in the 3rd year of study
- Then he was a window dresser, later a designer
- 1975 founded “Armani” with the help of life partner Sergio Galeotti
- Early 80s: Breakthrough
- Elegant clothing, sportswear (EA7), flight attendant uniforms and even food he appropriated
- Revolution: minimum BMI
- Enhanced reputation of Milan through Armani
Perfume – Si, Aqua di Gio & She
Giorgio Armani’s perfumes are based on a very simple concept: in close collaboration with the most talented noses in the world, fragrances full of elegance and refinement are composed from the most precious ingredients. Some of them are inspired by the elements of nature, or they embody in perfection the perennial theme of seduction such as ‘Homage to the femininity of today’s woman’. The art of Giorgio Armani’s haute parfumerie is particularly evident in the luxurious, unique Armani Privé fragrance collections. They are particularly close to his heart because they best express his couturier’s art.
Si – classic perfumes
The naming of the perfume was very well thought out. Si means “yes” in Italian and it is exactly this open-minded, positive attitude that Armani wants to convey. A very feminine fragrance combination with a floral note of amber and patchouli. This perfume is by no means a fragrance for older ladies, but timeless and intended for the unforgettable appearance in everyday life. A fragrance that stays in your head. You can recognize Armani’s craftsmanship by the stylish and glamorous finish of the bottle, as well as the fragrance itself. Italian flair for a good price.
Here you can find the fragrances sorted by year of release:
- Si Eau de Parfum (2013)
- Si Intense (2014)
- Si Eau de Toilette (2015)
- Si Intense Limited Edition Night Light (2106)
- Si Rose Signature (2016)
- Si Le Parfum (2016)
- Si Passione (2018)
- Si Passione Limited Edition (2018)
- Si Fiori (2019)
“Although Giorgio Armani’s women’s fragrance Si Fiori evolves into a sweet and feminine scent, the heart note is beautifully lightened. But the olfactory combination of patchouli, rose and oakmoss keeps the sweetness in check”.
Aqua di Gio
The perfume “Aqua di Gio” or the version for women “Aqua di Gioia” has been on the market for 25 years. 65% of those interviewed consider the smell to be good, while 30% consider it neutral. It is a fragrance that goes with everything. Whether it’s a rendezvous, an upscale opera visit or open-air concerts. The fragrance marketed by L’Oréal has a naturally delicate scent for the ladies. It should reflect untouched nature and landscapes. The refinement of mint and the interplay of jasmine blossom and cedar wood gives it that irresistible note.
The essence for men should again emphasize freedom of the elements water and wind. To achieve this, citrus fragrances are used in combination with delicate blossoms and spicy aromas such as oakmoss, amber, rosemary or musk. This gives the perfume a maritime masculine character, but it doesn’t sting too much in the nose. Nevertheless, the main components are fruity essences such as mandarin orange and bergamot.
EA7: The elegant sports brand
What is behind EA7? This sports brand has been on the market since 2004. In the beginning it was just an exclusive sports collection, but today it is a big hit! By mixing elegance and sportiness, Armani created a brand suitable for everyday use that stands out for its charm.
How did it get that name? Giorgio Armani is an incredible fan of football. He really loves the club AC Milan and his close friend and favourite player Andrij Shevchenko wears the number 7, which gave him the inspiration for the name. Marketing has also been strategically invested in the sports world. For the Olympics and Paralymic Games, the complete wardrobe for the Italian team was designed.
Make-Up & Beauty – The Luminous Silk Foundation,
Armani has established itself in every area of fashion. For years they have also been a top brand in make-up and beauty. With their liquid foundation, the Luminous Silk Foundation, they won the InStyle’s Best Beauty Awards for 9 years in a row. In addition to the 40 shades for all skin types, the oil-free foundation provides a fresh and pleasant hold for the whole day. A light foundation with medium coverage for a natural look.
- Light and comfortable with perfect grip
- Fresh and perfect shine in the twinkling of an eye
- 40 shades for all skin types and skin tones
“The Luminous Silk Foundation, the cult foundation from Armani Beauty, gives the skin perfect shine and a radiant complexion for more natural beauty.”
With its micro-fil technology, the foundation promises to combine highly effective pigments with a weightless texture, which is why it is celebrated by many celebrities and renowned make-up artists. Thanks to its low density, the complexion appears seamless and the skin radiant. The texture of the soft charmeuse silk inspired manufacturers to enhance and unify the Luminous Silk Foundation, so that the flawless finish with transparent to medium coverage is long-lasting.
Watches – Smartwatch, Armani Exchange & Ceramica Watch
Since 2004 Armani offers wristwatches for ladies and men. With precise accuracy and robust material the watches are worked on. The cheapest product for “Armani watches” currently costs about 140 Euros, while the average price is about 235 Euros. Mostly the watches look very classic and elegant, which is why bright colours are not used. Silver and black are the standard colours, but in the meantime the trend colours rose gold and dark blue are becoming more and more common. Armani gives the license for the watches to Fossil and takes care of design, marketing and distribution itself