Celebrity designer GIORGIO ARMANI

Celebrating the style and the substance of Giorgio Armani. by Violet Wilder

For most designers, that, seemingly, they their time in the can do no wrong. For spotlight is fleeting. every Versace there is

There’s a spell where the a Westwood; for every echoes of something Lagerfeld there is a effervescent grow loud and McQueen. And while the strong, but more often than eccentric demands of the not these style stimulators fashion world see so many sink back into a lower true image shapers depart division of fashion finesse, all too soon, others hold always trying thereafter to off, almost in perpetuity in perfect that look, or cut, or order to see what comes fold. next.

But t every now and again, Giorgio Armani is one there is a mainstay; a such heavyweight. Now visionary so ubiquitous, 85, Italy’s most successful long-lasting and revered fashion designer may be 10

one to paint longevity and prosperity (his empire is worth in excess of £7billion), but more than that, his is a story of small beginnings, genuine innovation and unparalleled ambition. “For me it has always been an addiction,” he begins. “I have always viewed fashion as a necessity, not just a pleasure.” “To crystallise how I feel about what I do, it is my aim to always achieve that unique feeling when you

try something on for the first time. It is that emotion that grips you from the inside and transports you to the place where you feel a million dollars.” “My aim is, every time, to help someone feel that way. That is something, I believe, we should all aspire to.” Starting out as a simple window-dresser in a Milan store in 1957, his ideas stimulated the Nino Cerruti brand before he made the jump to launching his own menswear label in 1974. A few years of gradual progress gave way to a rapid expansion of the designer’s reputation when he was asked to dress actor Richard Gere for the film American Gigolo, in 1980. Suddenly, with the endorsement of a major Hollywood name, as well as the global recognition his soft-shouldered suit silhouette received, the upward progression of his eponymous brand began to ascend new heights. And yet, while Armani’s style chic offered a blueprint for where fashion was destined to head throughout the Eighties and Nineties, it was as much the designer’s propensity to adopt brave, bold, unconventional marketing drives that really drove his lines forward. “The Armani brand has always been there to convey confidence and positivity,” he says. “That isn’t to say we are arrogant, because we are not, but we take pride and pleasure in showing off a form of style and pride that resonates through everything we do.” In simple terms, that was innovative television campaigns, entire street ‘takeovers’, extensive cinematic collaborations, and the early days of what we now recognise as content marketing. “Fashion magazines have always been the most peculiar things,” he says. “They are already these strange bibles of ideas and images, but they are produced on someone else’s terms.” “We got to the point where we had enough of a voice, and certainly the confidence, to produce our own editorial.” “We knew that the more we talked about the brand, the more people would understand it and buy into it – it really was as simple as that.” Frequently holding hands with celebrity influencers, Armani has been careful to distance the brand away from negative associations or unrealistic aims. This was best epitomised when they announced they would no longer work with models who have a body mass index (BMI) of less than 18, in the wake of model Ana Carolina Reston starving herself to death. “Sometimes you realise the industry has gone too far… that the demands of the industry have gone too far,” he admits. “It’s at that point you have to take responsibility for the part you have played, and I think we’ve always done that.” “We have to accept we are an industry of aspiration – aspiration over image, over physical size, over status. It puts tremendous pressure on people to conform and to keep fighting for the next achievement, where really we need to step back from time to time.” They are wise words that Armani, himself, has begun to follow. While the past few years have seen him slip back out of the limelight in some ways, his brand, his image and his reputation will forever leave the charming Italian as one of the world’s most present and respected moderninfluencers. “If the example I am setting is to be stylish and happy, then good. And on top of that, if it is to show people what can be achieved with dedication and desire, then how can I ever not believe I have done something important.” “I will take that,” he smiles. 11

LUXURY FASHION

- NEWEST TRENDS IN TOWN With over 15 years of experience in luxury fashion clothing and accessories, we proudly present our new boutique; Brand Shop based in Ayia Napa, Cyprus. At Brand Shop we believe in offering quality items and quality service. We aim to offer you a high-end and friendly shopping environment, with an affordable price rang on all items. Here is the place to find all the latest fashion items as we have a passion and dedication to offer you the newest trends.

Mens Wear and Women

Wear (Clothing, Shoes,

Bags and Accessories).

• Byblos • Cat Walk • Chelsee Girl • CK, Calvin Klein • Coast • Cristofoli • DKNY (Donna Karan New

York) • Dumond • Fournarina • Giorgio Armani • Gianfranco Ferre • John Lewis • Just Cavalli • Killah • Krizaroi • Lancett • Laure Biagiotti • Lilly’s Closet • Luna • Matis • Matthildi Maggira (Elena Pavlou) 12 • Melissa • Met • Miss Sixty • Miss Tmls • Oasis • Paris Hilton Footwear • Pepe Jeans • RB / Roccobarocco • Raxevsky • River Island • Sholl • Studio Tmls • United Nude • Valentino • Versace • Vinienne Westwood • XTi

• Byblos • CK, Calvin Klein • Energy • Faconnable • Gianfranco Ferre • New York Yankees • Polo - Ralph Lauren • RB / Roccobarocco • Tom Ford

For your luxury shopping experience visit us in store: 37 Nissi Avenue 5330 Ayia Napa - Cyprus +357 23 725040

Open 7 days a week 10am -11pm