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History of Armani - Emporio Armani was founded in 1975 by Giorgio Armani , fashion's most influential and celebrated fashion designer from Italy. Armani provides quality,
sophisticated and timeless style clothing ranging from luxury garments, apparel, jewelery and aftershaves. The company describes itself as “providing quality, sophistication
and style-timeless values with global appeal.”
Giorgio Armani was born in Piacenza, Italy and broke into the fashion industry in the sixties after a brief time in the military service. Giorgio launched his career as a window
dresser and in 1964, with an in-depth knowledge of fabric and design, he was taken on as a designer for men's clothing company, Hitman. In 1975, Armani left and designed his
own menswear label and then a year later a womenswear collection. The Italian designer transformed the wardrobes of professional women in the 1980s, taking them out of
floral skirts and putting them into chic, deconstructed pantsuits in elegant colours.By the end of the 1990s, the brand had over 200 stores worldwide, selling his other fashion
lines: Emporio Armani, Armani Exchange, Armani Jeans, Armani Exchange A/X, Armani Collezioni with annual sales of $2 billion. Armani continued to expand its brand with new
makeup ranges; home goods, book publishing and sportswear line, EA7 Emporio Armani in collaboration with Reebok. In 2005, Armani debuted its first haute couture line,
Armani Prive and launched the venture because he was known to like a challenge.With many sub-brands designed under the umbrella brand of Giorgio Armani to cater to the
specific needs of different market segments, Armani has become one of the strongest fashion and luxury brands in the world, and with a value of $3.1 billion, the most highly
valued fashion companies in the world.Giorgio Armani has become one of the most highly respected known brands within the fashion industry, attracting high-profile names to
be its faces, such as David and Victoria Beckham, Cristiano Ronaldo, Rafael Nadal, Megan Fox and Rihanna.
EMPORIO ARMANI: THE STORY BEHIND A FASHION EMPIRE AND LOGO - Milan, at the end of the seventies. The fashion kingdom crowns its king: King George, as he will
become known abroad. With Giorgio Armani , Milan is almost becoming the world's fashion capital, and Made in Italy is no longer just a label: it's now synonymous with elegance,
sophistication and class.How was this iconic fashion brand born? And where did the idea for that eagle come from? Read on to find out.King George and the birth of an empire.
Giorgio Armani was born in 1934 in Piacenza, northern Italy. After dropping out of medical school in Milan, he started working with architects for the luxury Milanese department
store Rinascente to update its image. It was on Rinascente's gleaming shop floors that the designer-to-be honed his creative skills and aesthetic flair, and the direction for his
future career started to become clearer. Shortly afterwards, in 1964, he would take his first steps in clothing design, thanks to a collaboration with Cerruti for Hitman, a
brand that made men's clothing. This first assignment in fashion, which lasted until 1970, was his most important formative experience.
So much so that just five years later, in 1975, the Giorgio Armani label was launched, an independent brand producing menswear and, from 1976, womenswear too.The rest is
history: from the Armani jacket worn by Diane Keaton to accept her Oscar in 1978 to the suits made for Richard Gere in the 1980 film American Gigolo. His many admirers
include Madonna, Lady Gaga, Laura Pausini, Christian Bale, Cate Blanchett, Leonardo DiCaprio, Tom Cruise, Julia Roberts and Renée Zellweger. It's impossible to list them all.
Now we come to the idea for Emporio Armani. It's the eighties, and Giorgio Armani wants to broaden his appeal to younger people and all budgets. And so a new, more affordable
clothing line is born. The key to this new offering is denim. Taken for granted today, but less so back then: no designer had ever before included a pair of jeans in their collection.
It was a revolutionary move at the time, one scoffed at by more conservative figures in the industry. But it was greeted with enormous enthusiasm by his many future customers:
Emporio Armani offered simple, elegant and easy-to-wear clothes at affordable prices.
Why the name “Emporio”? And what's with the eagle on the logo? We're about to find out.The Emporio empire: birth of a name and logo.Let's start with the brand name. It what
Giorgio Armani himself who wanted the word “emporio”, Italian for “emporium”, in the name of his new line, as he explained in an interview with Italian Vogue in 2018.I liked the
idea of a place where you could find everything and at a fair price. That idea still applies today: for me, Emporio is a collection of garments, accessories and ideas aimed at a
broad, cosmopolitan and urban audience.And now we come to the logo.An eagle divided into horizontal stripes and featuring the designer's initials. The font used is Didot LT, an
elegant serifed type face. Why an eagle? Legend has it that the symbol was a tribute to his biggest market: the United States. Yet the eagle faces east, in the wrong direction.
It's a detail that suggests it might be no more than an urban myth. Indeed, in the same interview with Vogue , Armani says that the logo was inspired by an image that suddenly
popped into his head.
It was born by chance. I still remember the moment I drew it, while I was on the phone with my business partner, Sergio Galeotti, who urgently needed me to decide on a logo. I
scribbled something down, without really thinking, and that symbol of elusiveness launched my name among the elite of young designers. I would never have imagined that this
design, done in a hurry, could be such a powerful symbol.A logo born spontaneously, one that perfectly embodies the brand's identity. Minimalist, harmonious, simple, elegant, noble.
Just like the designer's creations. At times, the big ideas seem to appear out of nowhere, as if they were inside us all along, just waiting for the right moment to take flight.