When I think of ‘Armani,’ I instantly see this image of someone powerful, but in an understated manner. Rather, let me be honest here, I think of George Clooney looking sexy and suave! Apart from being a huge fan of Giorgio Armani’s work, he is also someone who intrigues me – I see him as a rule-breaker. Back in February 2020, when no one had imagined the prolonged pandemic, Armani powered the tough decision of hosting his upcoming show behind closed doors. Despite months of planning the live show, he led the revolution of virtual presentations. The fashion world has changed drastically since then, and ironically, Armani’s trend-free approach has emerged as a trend lately.
He’s an institution in himself; yet, don’t be surprised if you spot him at an Armani store window, fixing mannequins. Even after spending a lifetime in the industry, he likes to personally look into the minutest of details. The veteran still styles all his shows himself, sometimes teaching models ‘the signature Armani walk’ or sometimes, even touching-up their make-up, if required. For ELLE’s 24th anniversary issue, we decided to reach out to the legend who never consciously sought to create a revolution, but ended up becoming a synonym to fashion. Here are a few excerpts:
Kamna Malik: Considering a world post the pandemic, do you have any long-term action points for the brand Armani?
Giorgio Armani: The fashion industry has been due for a reckoning for a while now. I hope that it will now review its priorities and learn from this experience. I have always stressed on the need to slow down, to show less and to return to a position of taking into consideration, the real requests of customers. I am therefore anticipating a truer system in terms of human scale. The pandemic has allowed me time to reflect and made me think about what I would like to change. For example, I am committed to putting clothes in the store that match the season outside. No more winter overcoats being offered in July, or linen dresses in January. Let’s get back in line with nature.
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