Georgio Armani

Paper Summary:

This paper explains that Armani differentiated himself through his unique application of men's fabrics in relaxed designs for women that were earmarked by unstructured jackets and suits. The author points out that his signature style, "understated elegance", is easy fit, ready to wear garments, that have an air of tailored and sharply cut lines. The paper states that the classic consumer for Armani products is the affluent, or aspiring-affluent, brand-conscious, fashion-conscious customer who, generally, is youthful, active, high-performing and high-profile.

From the Paper:

"His designs are notable for their linear style. In the 2001 show, the prevailing theme was a "techno-ethnic" blend, where techno fabrics were intermingled with ethnic shapes. "Fake double" finishes and padded lightweight materials with no collars or buttons personify his unique technique. The contrast that is achieved with the combination of opposite materials, i.e., light and dark, rough and smooth, glossy and matte provide the backdrop for his outstanding fashions."

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