Archetypes

Giorgio Armani and the Power of Elegance


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“Elegance does not mean being noticed, it means being remembered.” Giorgio Armani’s statement perfectly summarizes the identity of his brand. Since the launching in 1975, the designer has become a synonym of Italian elegance, with its taste for discretion and high quality. No wonder that Armani suits remain as a top choice of powerful men, and the dresses never fail to make women chic and confident.

The Armani Group consists of different lines (Armani Prive, Armani Collezioni, Emporio Armani, EA7, Armani Jeans and Armani Junior) in addition to Armani Beauty, Fragrances, Home, Café, Dolcci, Fiori, hotels and resorts. All is controlled by Giorgio himself, who is keen to maintain the independence of the company and remains active in creation, without giving any retirement signals.

The Armani empire began to draw attention in 1980 when Richard Gere wore his costumes in “American Gigolo.” A presence in Hollywood was a key step into brand expansion. In addition to creating the wardrobe of several characters, the designer soon realized how celebrities could help promote the brand by wearing it on the red carpet. Michelle Pfeiffer, Julia Roberts, Cate Blanchett, Tom Cruise and George Clooney are some recurring users. Invitation to star in campaigns was the next action. From David and Victoria Beckham to Megan Fox, Rihanna and Cristiano Ronaldo, the list is extensive!

Even with so much popularity and some affordable products, the aura of luxury, elegance and power is always in control. That’s why the brand is another example of the Ruler archetype. Its products are made to leaders, who need to feel confident and above fads and trends. Wearing Armani is like stamping the passport of good taste and have free pass to both the boardroom and the red carpet. In other words, Giorgio Armani means powerful elegance!

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