Armani plots a new French revolution Giorgio Armani makes his haute couture debut today This jewelled encrusted gown will help launch Giorgio's couture debut AM GMT 24 Jan Hilary Alexander talks to the master of elegance as the day dawns on his haute couture debut The Italian designer Giorgio Armani, who revolutionised women's fashion 30 years ago with the introduction of soft-tailored beige suiting for the career wardrobe, is staging another revolution in Paris today.
At an age when other business tycoons have long retired to their yacht or palazzo in Tuscany, the year-old Armani is making his debut as a couturier with the opening show in the French haute couture season this morning. Related Articles Brushing aside convention in this historic - and historically expensive β French industry established in , he is staging his first haute couture show with the emphasis on accessibility and a price list attached.
Where other couturiers blush or feign selective hearing when asked how much - how gauche - one of their one-off creations costs, on the basis of if you have to ask, you can't afford it, Armani has nothing to hide. This is the modern side of French haute couture. And I'm modern," Armani said yesterday, as he supervised the final fittings of his debut collection of 35 gowns.
Armani, who follows fellow Italians Valentino, the late Gianni Versace and Gianfranco Ferre, who have stormed the citadel of French haute couture, will stage two shows for international press and buyers and a third show for private clients today. Look at the Oscars! Very often, the dresses are very simple satin. Haute couture should be more than that. I want to show the value of an expensive, but accessible, beautiful gown. I'm not ashamed of my prices. My prices are. He denied his couture debut was "a flash in the pan".
I've waited so long because there have been so many other priorities in my business β new markets, opening stores shops in 35 countries , accessory lines, jeans, Armani Casa. They get the covers of the magazines, the people talking, but ultimately they do not understand the women they are designing for, rich women who can afford to pay the money. I understand. I have the experience. Now I am Signor Couture.
