Giorgio Armani
History
Giorgio Armani is one of the most authoritative names in Italian ready-to-wear design. Since 1964 the Italian men's clothing producer has worked with a variety of fashion houses and individuals to developed a simplified form of menswear that could be reproduced in series. Armani's success in the realm of menswear derives from introducing a new approach to clothing design that reflected the changes in post 1968 society that was composed of a middle class that could no longer afford to wear couture clothing but at the same time wanted to construct a distinctive image for itself. Armani established relationships with Gruppo Finanzario Tessile (GFT) which made it possible to produced luxury Ready-to-Wear (RTW) garments. Armani also made use of unconventional (at the time) advertising methods; television spots, enormous street ads, personal magazines to faithful consumers, and cinema (which featured his clothing in more than one hundred films).
In 1983 the designer modified his agreement with Gruppo Finanzario Tessile (GFT) to produce additional lines which include;
Mani - A high-end ready-to-wear line geared towards the United States, renamed Borgonuovo 21.
Armani Japan - RTW line which was also released with a new line of eyeglesss, socks, and a gift collection in 1985.
A/X Armani Ex-Change - a new "basic" men's and women's line for America's that included sportswear, eyeglasses, cosmetics, home, and new accesories collections.
