Emporio Armani kids
Giorgio Armani established the Armani brand in 1975 and by 2001, acclaimed the title of the most successful designer of Italian origin and is a pioneer of red-carpet fashion. The Armani brand has seen continuous growth and change over the years and several filter lines have been successfully formed and established. Autumn/Winter 2018 sees Armani Baby and Junior become part of Emporio Armani. Welcome to a new era of Emporio Armani kids.
Life could have taken a completely different course for Giorgio Armani. Originally interested in a career in medicine, he enrolled in the Department of Medicine in Milan in 1950, only to leave three years later to join the Italian army. As a result of his background in medicine, Armani was assigned to a military hospital in Verona and it was whilst he was there that his interest in fashion began. From his regular visits to watch shows at the Verona Arena, Armani developed a love of fashion and costume. In 1957, Armani took a job as a window dresser at La Rinascente, a department store in Milan and quickly went on to become a successful seller of menswear at the store. Then in the mid 1960s, Armani moved on to design menswear for Nino Cerutti; his designs skills were in such demand that he also freelanced for other designers at the same time. However, it was not until he met his partner Sergio Galeotti that he really developed the confidence to establish his own brand. In 1973, with Galeotti’s support, Armani opened his first design office at 37 Corso Venezia, Milan where he freelanced for a number of fashion houses. The experience allowed Armani to explore his talents and develop his own creative flair. His skills were soon recognised by the international press and in 1975, Giorgio Armani S.p.A was founded in Milan with business partner Galeotti. In October 1975, the newly established house presented its first collection of men’s ready-to-wear for Spring/Summer 1976, closely followed by womenswear.
The Armani empire continues to grow…
In 1979, after founding the Giorgio Armani Corporation, Armani began to produce clothing for the USA and introduced the mainline for both men and women. He quickly became one of the leading names in international fashion and introduced several new lines such as Armani Collezioni, Giorgio Armani Swimwear and Giorgio Armani Accessories as a result. Although Galeotti sadly passed away in 1985, the Armani brand under Giorgio continued to grow and expand throughout the eighties and nineties. By the year 2000, Armani was producing fragrance, children’s clothes as Armani Junior and Armani Baby, denim for Armani Jeans, clothing under both the mainlines of Emporio Armani and Giorgio Armani, sportswear under EA7, and a more accessible line of ready-to-wear clothing under filter line A|X Armani Exchange. In addition to this, Armani had also successfully expanded his brand into the Chinese market. Much of Armani’s continued success came from his effective use of advertising and marketing via billboards, television campaigns and mail campaigns and his work designing costumes for film.
Armani after 2000
The year 2000 saw the Armani brand reach its 25th anniversary and Giorgio was honoured by the Guggenheim with an exhibition of his work, a first for a living designer. In recent years, Armani has designed for a number of celebrities and sports teams. He famously designed the costumes for Lady Gaga’s Monster Ball and Born This Way tours as well as designing suits for the England national team, and Italy’s Olympic Uniforms in 2012 for the London Olympics.
Changes to the Armani brand
Emporio Armani “a cluster of ideas”
In February 2017, Armani made a few significant changes to its branding. Armani Collezioni and Armani Jeans were blended into Emporio Armani, while Giorgio Armani and Armani Exchange remained as they were. The decision took affect from the Spring/Summer 2018 season as part of the house’s new three brand strategy, as Armani strove to suit the shopping style of a new customer; those that enjoy a shopping experience with emphasis on the word “Emporio”, a cluster of ideas or an emporium, seeing all lines and garments under one roof. By merging the Armani brands into three already established lines, Armani are following in the footsteps of Dolce & Gabbana and Marc Jacobs who have recently folded their secondary lines into their main collections in a bid to strengthen their brand names.
Emporio Armani kids: Armani Baby and Junior become Emporio Armani
Due to Armani’s restructure, from Autumn/Winter 2018, Armani Junior and Armani Baby will be known collectively as Emporio Armani at Designer Childrenswear, with EA7 (already part of Emporio Armani) remaining as it is. Emporio Armani kids is available both online and in our Sunderland store.