Italian designer who revolutionised the business of fashion
Presiding over the fashion empire that bore his name for 50 years, Giorgio Armani, who has died in Italy aged 91, was one of the most influential designers of the late 20th century, said The Times.
At the start of his career, in the 1960s, he had spotted that members of the middle classes had different aspirations from their parents. Members of this postwar generation rejected the stiff conventionality of the past, and yearned instead for comfort, ease and understated luxury. His first great innovation was to deconstruct the traditional tailored suit, by removing canvas linings and thick shoulder pads, lengthening the coat and moving buttons. Armani suits were soft, slouchy and fluid, designed to suit lean, muscular men who didn’t need tailors to disguise the shape of their bodies; he described them as clothes that “give confidence without defining personality”.
Then he turned his attention to the women who were increasingly breaking through glass ceilings in the workplace – creating for them soft, elegant suits, in muted palettes, that would help them project authority without sacrificing their femininity. “I realised that [women] needed a way to dress that was equivalent to that of men,” he said. “Something that would give them dignity in their work life.”
The Armani label prospered in the aspirational, materialist 1980s, aided by some clever marketing. The designer had been quick to see the potential when the sexy clothes he created for the peacocking character played by Richard Gere in the hit film “American Gigolo”, in 1980, caused a sensation, said Vogue. (His suits became even more famous when they were worn by Don Johnson and Philip Michael Thomas on the TV show “Miami Vice”.) Back then, film stars were not often given outfits by designers; on the red carpet they wore their own, or co-opted the film’s wardrobe department to find them something. But Gere had carried on wearing Armani, and in 1983 Armani opened an office in LA to showcase his wares to Hollywood stylists, said The Guardian. Being “dressed by Armani” turned out to have a remarkable impact, said The New York Times.
By then, Giorgio Armani had nurtured several “brand extensions”, including sunglasses, swimwear and watches. He also opened lower-priced lines such as Armani Jeans, Emporio Armani and Armani Exchange, to run alongside his premium ones, and moved into new markets, notably in Asia. Understanding that what he was selling was not so much clothes as a vision for a lifestyle, he later expanded into homeware, restaurants and hotels, where guests could eat off Armani plates and sleep under Armani sheets.
His extension strategy was risky: other designers undermined their brands by licensing too many products. But Armani – a perfectionist who kept tight control over every aspect of his business – succeeded in maintaining prestige, while selling in vast volume. He said he wanted to make people “look better”, and he wasn’t even troubled when counterfeits emerged. “I am very glad that people can buy Armani, even if it’s a fake,” he once said. “I like the fact that I’m so popular around the world.”
By 2001, Armani became the first designer to have a solo retrospective at the Guggenheim. In the 2000s, he became the first designer to ban models with a body mass index under 18, and the first haute couturier to launch a new collection online. As his wealth grew, the perma-tanned designer bought multiple houses, and a succession of superyachts, where he entertained A-listers and fashion royalty; but he seemed to live mainly for his work, especially after the death of his long-term romantic and business partner Sergio Galeotti, in 1985, from Aids-related causes. He once said that he sometimes longed for weekends to end, so that he could get back to his offices in Milan, a city he turned into a rival to Paris on the fashion map. In Italy, where he was revered, he was known as “King Giorgio”.