Unveiling the Unconventional Revolution: The True Charms of Giorgio Armani and his Men’s Fashion Empire

Everyone knows the fashion brand ” Armani “, but what kind of image do you have? In fact, it is essential to know that Mr. Giorgio Armani was originally a “medical student” who did not aspire to be a fashion designer, and that he brought innovation to the fashion world by creating the term “Unconventional Revolution. In this issue, we focus on Armani and introduce his charms, touching on Italian suit culture and more!

What is Armani?

Giorgio Armani and architect Sergio Galeotti teamed up in 1975 and began developing a fashion brand representing Italy based in Milan. The brand has established such a firm position that it is known as “Milan’s 3G” along with Gianfranco Ferre and Gianni Versace.

The concept of the brand is a functionality-oriented design that pursues “quality of materials,” “quality of silhouette,” and “comfort of wear. The brand is also famous for its cool, dark-toned brand image that does not use decorative designs or excessively conspicuous color schemes, and its consistent attitude is highly appreciated by the public.

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Giorgio Armani, the king of fashion

He was born in Piacenza, Italy on July 11, 1934, and is a person who is loved and appreciated so much that he has various nicknames such as “Maestro di Maestro” (Maestro among maestros), “emperor of the mode world,” and “perfectionist. He is also known for his famous quotes, such as ” I don’t like fake things. I don’t want to see the truth that pretends to be the truth.” and so on. He is proud of his deep-rooted popularity by sticking to his philosophy and developing consistent designs that consider the needs of customers rather than trends.

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What is Giorgio Armani’s surprising career?

He studied hard at the Faculty of Medicine at the University of Milan, but was forced to drop out in his second year due to the military draft. In 1957, he began working for La Rinascente, a famous large department store, and later began his career in the apparel industry as a buyer of men’s wear. At the time, affluent customers were always asking for “more comfortable suits,” and he was constantly thinking about how to satisfy them.

After working as a buyer, he was scouted by Nino Cerruti in 1965 and started working as a designer for ” Hitman “.

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Giorgio Armani’s partner is an architect

In 1970, he began working as a freelance designer, and later established the company “GIORGIO ARMANI S.p.A.” with $10,000 jointly funded by the two of them. GIORGIO ARMANI S.p.A.” with a joint capital of $10,000. It is very interesting that they chose an architect rather than a fashion designer as their partner.

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How Armani became the king of the fashion world

Around 1980, he provided costumes for a movie called “American Gigolo,” which was highly favored by actors in the Hollywood industry, and he left an impact on the conventional apparel industry, so much so that he coined the term “Unconventional Revolution,” which will be explained in detail later. Time magazine also wrote about Christian’s work. He was also featured on the cover of ” Time Magazine ” as the next fashion designer after Christian Dior, and attracted worldwide attention. From this time on, he began to be called ” the king of the mode world.

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ARMANI was in charge of designing and GALEOTTI was in charge of management, but in 1985, GALEOTTI died of leukemia, and ARMANI was at a loss for a while. However, ARMANI has recovered over time and has grown to the point where he is not only a designer but also a manager, and is still active and respected as a person in his 70s.

Armani’s “Unconventional Revolution

ARMANI’s strategy had an impact on the industry at the time, and it is said that he was the first person to understand the publicity that could be generated by having popular actors and athletes wear ARMANI clothes, such as providing costumes for film shoots and tailoring uniforms for the sports industry since the 1980s. Because of this influence, ARMANI’s clothes quickly became the talk of the town.” Marketing prowess” is another element that characterizes Armani.

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One of the most distinctive features of the spread of Armani’s clothes was the “Unconconventional Jacket,” which is known as the “Unconventional Revolution. Unconstructed jacket” is an abbreviation for “unconstructed jacket. At that time, in northern Italy, classic jackets with shoulder pads and cores were the mainstream. Unconstructed jackets are jackets that remove such materials to give a softer, sexier appearance to the body line.

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Armani and the Southern Italian Unconcocted Jacket have different origins

As most men who like suits know, the unconventional jacket originally originated in ” Naples,” in southern Italy. As the saying goes, “The suit is made in Naples,” and the culture of tailoring made-to-order suits (smizura) for wealthy vacationers using the thin, high quality fabrics that suit the warm Mediterranean climate has given birth to a technique that can be said to be the best in the world.

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The unkonkon jacket was created to meet the needs of wealthy people who wanted a jacket that could be quickly thrown on during the month of August for their vacation. The Neapolitan tailoring method, in which a pattern is not drawn on a pattern paper, but is drawn directly on the fabric with a chaco, and then sewn on and off to fit the customer’s body shape, has realized the creation of sexier and more form-fitting clothing. The Italian anconto jacket, a ready-to-wear item that evolved from the custom-made style, is currently attracting attention in Japan as well.

On the other hand, Armani, who has built his career in Milan, which is located in the opposite north of Naples, had a different reason for creating the unconventional jacket. Unlike Naples, the suit culture in northern Italy is dominated by classic, structured jackets that lean toward the British style. Armani had doubts about the notion at the time that anyone could be made to look like a man by wearing a structured suit, and he believed that the real thing was clothing that could express a man’s physical beauty as it is, rather than a beautiful figure created by a suit.

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Therefore, when Armani began to develop jackets, he dismantled and reconstructed the conventional structural structure of tailor-made jackets. In analogy with Mr. Armani’s career as a medical school graduate, it could be called ” the anatomy of a suit.
Armani’s suits express “true masculine beauty” by removing mold-making materials and using soft and supple fabrics that follow the lines of the body. A jacket created for casual wear and a jacket created in pursuit of true masculine beauty. Although they are called by the same name, there is a definite difference in concept.

Armani’s “Challenge and Revolution to the Classics”

In Milan, where ARMANI has built his career, there were many elements that emphasized classicism. In this context, creating a completely new idea was likely to be met with a certain amount of backlash and criticism. Armani understood that the most correct thing to do in such a situation was to believe in himself. He shares his spirit in an interview with Hidetoshi Nakata.

Giorgio Armani’s famous quote, ” Armani is always Armani,” resonates with me.

What kind of clothes are made from that Armani? Let’s take a look at how the Unconconcocted Jacket is made. The next image is ARMANI’s Ancona jacket.

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As you can see, it has a structure as if it were tailored with a single piece of fabric without using materials such as a core inside. By minimizing even the unevenness of the inside, the stoic attitude of the designer can be seen in his aim to improve the comfort of the garment, which goes beyond just the pattern.

This jacket is also characterized by minimal decoration, even the lapel holes have been eliminated, and the minimalist taste of the design can be said to be a characteristic of Giorgio Armani. We recommend that you try one of Armani’s jackets and experience its splendor for yourself.

▶︎Clickhere for details of “GIORGIO ARMANI Ancona Jacket

ARMANI’s representative line introduction

ARMANI has many lines to meet a wide range of needs. The following is an introduction to some of the most representative lines. *It appears that the two lines “Armani Collezoni” and “Armani Jeans” will be integrated into “Emporio Armani” from spring/summer 2018.

GIORGIO ARMANI

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ARMANI’s first line. It will be the line where you can feel the designer’s commitment.

ARMANI COLLEZIONI

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ARMANI’s diffusion line. The line will be integrated with the Emporio Armani line from spring/summer 2018 onward.

EMPORIO ARMANI

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ARMANI’s second line, which offers a total lineup from casual wear to suits, is popular in the general market, partly because it is 20-30% less expensive than GIORGIO ARMANI’s line.

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EMPORIO ARMANI’s sports line. The line started out as a collaboration with former AC Milan player Andriy Mykolaiovych Shevchenko (Andriy Shevchenko), and the number 7 was taken from his back number.

ARMANI JEANS

ARMANI’s casual line, which produces Italian-made jeans at low prices within ARMANI, is worth a look for those who are interested. This line is also expected to be integrated with Emporio Armani from spring/summer 2018.

ARMANI EXCHANGE

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Launched in 1991 and targeting a younger demographic with a production base in Asia, the line was originally developed under license by Singapore’s Ong Group, in which Armani took a 25% stake in 1994, but in 2015 it became directly owned and operated by the company.