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Fashion As Art


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             It was in 1954 that he took a job first as an assistant window dresser and then moved on to become an assistant fashion buyer. He then worked for Nino Cerutti's company where he worked for several years as a designer. This was probably the turning point in his life which developed his understanding of tailoring garments and giving him valuable practical experience which educated him on the value of fabrics in Italian Fashion.
             Soon after the war Armani met architecture student Sergio Galeotti who quickly became an intimate friend. The two got on so well that Armani launched his first ever label collection with Galeotti which paved the way for his career.
             At the age of 40, Armani successfully presented his first show under his name and made huge profit of around £60,000 pounds, his garments proving to be more than popular. .
             With the shrewd help of his friend, Armani's company expanded so rapidly that it quickly became one of the most outstanding business successes of the 1980's, with the best known Italian label.
             Armani's designs were mainly tailored towards softening men's clothing and fortifying women's. He created men's jackets without stiff and harsh lines, as for women his designs held a slightly masculine air, taking away the curvaceous lines of the female form. In effect balancing the image of what men and women should look like in society, so that they were not at extremes, but in harmony with each other.
             As Eric Clapton said in 1992: "Versace is all about sex and rock and roll-very raunchy. Armani is about harmony, harmony in tone and colour and fabric - harmony in atmosphere-.
             In 1981 the Emporio Armani collection was created for a younger more trendy market, his £95 pound designer jeans, £250 pound beaded tops and £450 pound suits were quickly popular and became the backbone of the thriving Armani Empire.
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             Everything was not to continue up hill for Armani though.


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