As his eponymous brand reaches major milestones, Giorgio Armani looks back at an incredible career
Today, Giorgio Armani stands as one of the most enduring and influential figures in fashion; a designer whose name has become shorthand for timeless elegance. Over nearly five decades, he has transformed the way the world dresses, from the softly structured suits that redefined power dressing in the 1980s to the ethereal gowns that continue to dominate red carpets today. As his Maison celebrates 20 years of couture and his global lifestyle empire spans fashion, interiors, hospitality, and beauty, Armani remains as engaged as ever in shaping its future. In this rare conversation, he reflects on the milestones that built his legacy, the principles that have guided him, and the vision he holds for the next chapter of the Armani universe.
This year marks five decades of your extraordinary career in fashion and 20 years of Armani Prive, what does reaching this milestone mean to you?
Milestones, for me, are always a way to look ahead, to keep creating and imagining and to reflect on what I have achieved to do even better. Over my fifty-year career, I have designed an all-encompassing Armani lifestyle that reflects my creative vision, one that goes beyond fashion and, above all, resonates with people. I’m not a fan of self-congratulation, but I must admit that I’m proud to have reached such important achievements.
From your first couture collection to your most recent, how has your approach to haute couture evolved while staying true to your design philosophy?
While the principles of couture – exclusivity, craftsmanship and artistry – remain unchanged, the way in which it is approached is evolving with the times. Today’s couture must take into account sustainability, fabric innovation and a clientele that is more diverse and more global than ever before. Armani couture embraces these changes while remaining true to its DNA: impeccable tailoring, refined materials and a focus on timeless elegance rather than fleeting statements.
What do you think women are looking for from Haute Couture today?
For me, couture is a collection based on reality, just as prêt-á-porter. It is designed for women who have special needs, a real clientele of undeniable privilege who have occasions and commitments that demand a certain dress code, exclusive moments where couture can be worn. But after all, the woman who wears couture is just a woman, like all others, who wants to look wonderful in the clothes she chooses to wear.
How would you sum up the universe of Giorgio Armani today?
My initial goal was to dress people, but from there I moved naturally into other areas, because I wanted to offer those entering the Armani world a unique experience.
I have, in fact, created a lifestyle that I would define as a world of natural sophistication, in which nothing is over the top but everything finds a balance that, while whispered, is rich in personality. Like clothes, physical spaces can reveal a lot about a person’s character.
Looking back, what are you most proud of since launching your brand?
Having created a style that everybody immediately identifies with makes me feel accomplished and proud. The fact that my work had such a strong and tangible impact on people’s daily lives is a major achievement and a great incentive to carry on. But I’m not one to rest on my laurels; I always look ahead and still enjoy challenges, and fashion provides plenty of challenges to take on.
Is there a moment or collection from the past 50 years that feels especially defining for you?
Undoubtedly, the first positive feedback I received when I started was the moment, I realised that I had made a solid contribution to liberating men and women from rigidity in the way they dress, offering clothes with simple, natural elegance, and achieving my vision. The 1970s hold a special place in my heart as that was when I laid the foundations for what I’ve built over the past fifty years, which have been for me a magical, unique moment. Then, there were various awards that confirmed that my job was always going in the right direction.
Today, many brands come and go – what do you believe is the true recipe to success and longevity?
I believe my work has endured because it fundamentally stems from a very precise aesthetic that I developed at the start of my career. Despite working in fashion, I chose not to align with passing trends, but rather to create my own idea of timeless classics that blended male and female and could accompany bodies and roles as society changed. This has translated into an aesthetic that has captured the collective imagination on multiple levels, as diversification has always been a fundamental aspect of my work.
How do you ensure that your legacy continues across generations?
I would like my legacy to be one of style, but also of the relationship between the creator and their clients. For me, the person always comes first and is always the most important. My entire style has been created to give men and women the tools to best express their personality, without confining it in uncomfortable or excessive garments. My wish is that in the future, my pure aesthetic and the idea of designing clothes that complement the person will always be maintained with consistency, while considering changes in society.
What advice would you give to the next generation of designers hoping to build something with lasting impact?
My advice is always the same: work, work, work. Be serious and committed. Today, there’s a tendency to believe that success should arrive instantly, thanks to a single intuition. But that kind of success is often fleeting and can disappear just as quickly. Only dedication and hard work can build something that lasts. You need to have the idea, then develop it, expand it, and refine it. It’s essential to believe in yourself, but also to stay connected to what’s happening in the world. Be tenacious. Be consistent.
What’s a message you would send to your younger self?
I am often asked what I would do if I could go back to 1975 with today’s wisdom and give advice to that 40-year-old Armani. It is an interesting question, but also a purely intellectual exercise. Everything I have done in these fifty years has helped me get where I am and become who I am. So what I would say to him is to follow that same path and perhaps try to enjoy life a little more.
What still excites you most about designing after all these years?
What keeps me motivated and inspired is curiosity– curiosity about how to do things better, how to explore new ideas, how to challenge myself. But what still drives me the most is the fact that working makes me feel alive and engaged. It is a passion that comes from within and is hard to explain in words, but it is my life force.
What is the life lesson you always carry with you?
The greatest life lessons I can think of are to believe in yourself; don’t be swayed by the opinions of others; do something career-wise that you love to do; and one from my mother: ‘If you wish to create beauty, only do what is necessary, and no more.’
