Legend fashion designer Giorgio Armani died at the age of 91, his company announced. The billionaire of Italian origin was the first designer after Coco Chanel who brought a long -term change in the way people dress.
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Giorgio Arani Photo Gettyimages died
“With infinite sadness, the Armani Group announces the passing of the creator, founder and tireless motor force of his: Giorgio Armani”said his fashion house in a statement.
He did not appear at his fashion presentations in June, because he recovered after a lung disease. According to Skynews, Armani, often recognized as a fashion pioneer on the red carpet, was planning an important event during this month's Milan Fashion Week, to mark 50 years of existence of his brand.
First of all, he will be kept in mind for the reinvente of the costume-feminizing it for men and popularizing it for women. Armani eliminated the restrictions and constraints of rigid styles before him-making men feel sophisticated and women feel strong at work.
Childhood and beginnings
Giorgio Armani was born in the city of Piacenza, in northern Italy, on July 11, 1934, being the son of Ugo Armani, an accountant at a transport company, and Maria Raimondi.
The comfortable middle class life of his family was destroyed by the war and, as the food was difficult to find, his oldest memory was hungry. He was playing on the street with unexploded howitzers, until one suddenly exploded. He was severely burned, and a close friend died.
“War,” he said later, “he taught me that not everything is glamorous.”
In 1956, he started a medical school-but abandoned her after three years and enrolled in the army. Fast tired of military life, has been committed as a showcase decorator at RinaScente – a large universal store in Milan – where it advanced quickly.
Unlike other designers, who were learning as disciples or fashion schools, Armani made his apprenticeship directly on the store floor. He learned what materials the customers preferred and went to the spinning to buy them. He became an expert in the construction of fabrics and used his knowledge to perfect the tailor. In a short time, he worked for Nino Cerruti, a defluent haute couture couture designer, who put it to restructure the company's approach.
The fashion revolution
The middle class of the 1960s could not afford Haute Couture, but it wanted a distinctive and elegant style. With his expertise in fabrics, Armani came with the answer: men's fine fabrics, precisely tailored, but could be produced on a large scale.
Thus, the distinctive Italian style was outlined, which began to influence international fashion.
In 1966, Armani knew Sergio Galeotti, a young architect, who abandoned his career to work with his partner. Galeotti orchestrated the business side, even selling his Volkswagen car to collect the initial capital.
They started modestly – the office was so dark that Armani removed the lamps to see the fabrics. But their work was a real revolution.
Basically, Armani softened the lines of men's clothes and strengthened the female lines.
Men's costumes have become softer and more sensual, reflecting a change in the perception of masculinity, still unexplored in fashion.
For women, in the context in which more and more stepped in the field of work, Armani saw an opportunity: “I realized that they needed a way to dress equivalent to that of men. Something to give them dignity in professional life. ”
Thus appeared Power Suits – elegant costumes, impeccably tailored, which offered women an alternative to the rigid dresses of previous generations. They expressed femininity, but also a statement of equality.
Fashion House Armani Photo: Archive
In 1978, the company signed an agreement with the GFT manufacturer, which allowed it to manufacture ready-to-work luxury clothes.
At the same time, Armani achieved a great success of marketing: the contract to dress on Richard Gere in the American film Gigolo (1980). In almost every scene, Gere appeared dressed from head to toe in Armani-an image that made history.
The international press quickly recognized the importance of Armani after the fashion presentations at the Bianca Hall in the Pitti Palace in Florence. The experience allowed Armani to develop its style in new ways.
Now he was ready to dedicate his energy to his own brand. Thus, on July 24, 1975, Giorgio Arani Spa founded in Milan, together with his friend, Galeotti. In October the same year, he presented his first collection of Prêt-à-porter for men for spring and summer of 1976 under his own name. It also produced a line for women for the same season.
Armani had a significant international influence, because his work has far surpassed the field of haute couture clothes and accessories. His work can be compared to that of many famous artists from the past who have created other types of art. Due to its value and details, its work often forms a bridge between fashion and art.
An example is the Guggenheim Museum in New York, which has hosted an exhibition of Armani's works – a premiere for a life designer – with an average of 29,000 visitors per week. This is mentioned in The Aesthetics of Smelly Art, within the Journal of Aesthetics and Art Criticism.
Armani was considered the fashion pioneer on the red carpet
Armani was the first designer to forbade models with a body mass index (BMI) below 18, after the model Ana Carolina Reston died of hunger because of anorexia nerve.
Armani sent his collection live on the Internet, a premiere in the world of Haute Couture, on January 24, 2007. The fashion presentation Armani Primé Spring/summer 2007 was transmitted by MSN and Cingular mobile phones.
Armani has created numerous stage outfits for the Pop Lady Gaga SuperVedeta, including those worn in its Record Monster Ball Tour and Born This Way Ball Tour. He has also created outfits for numerous prestige award galas, such as the 52nd edition of the Grammy Awards and MTV Video Music Awards 2010.
