Armani Exchange
Emporio Armani, which has directed its activities towards a younger clientele, currently encompasses many sub-brands. One of them remains Armani Exchange - the embodiment of the youthful spirit of the new generation. It is the fashion of the young generation of consumers that has become the inspiration for creating subsequent collections. Observing the crowded streets of world cities, he decided to create a brand that reflects the spirit of fashion capitals bustling with life and full of individuality.
Armani Exchange - brand history
To bring closer the circumstances of the brand's creation, we must start from the very beginning and trace the fate of the Italian designer. How did an ambitious young man from a poor family become a billionaire and owner of fourteen profitable companies?
Beginnings, not at all fashion-related
The 1930s, Giorgio Armani is born in northern Italy, in the industrial town of Piacenza. His father was a modest accountant in a transport company, while his mother took care of the home. Despite the family barely making ends meet, to everyone's delight, young Giorgio dreamed of becoming a doctor.
This dream was to come true after the war when his father suddenly ended up in prison for activities in the fascist party. Motivated to help his mother escape poverty, he undertook studies but dropped out after two years and joined the army. Of course, as a medical student, he was assigned to serve in a military hospital, where he encountered the most severe cases. After these experiences, he concluded that his sensitivity would not allow him to become a doctor.
He decided to learn photography, and shortly thereafter, he was employed in the Milan department store Rinascente as an interior decorator. His potential was quickly noticed by the then-famous Italian fashion world figure Nino Cerruti, who, by offering him a job, drew him irreversibly into the journey with fashion.
The first independent venture, Giorgio Armani S.p.A.
Over the next ten years of collaboration with Nino Cerruti, he created dozens of men's clothing lines. Interestingly, he also met his long-term partner there – the esteemed architect Sergio Galeotti, who persuaded him to create a company under his own name. And so, on July 24, 1975, he launched his own business, marking the beginning of Giorgio Armani S.p.A. With Sergio's help in all organizational matters, Giorgio could finally focus on his calling, which was designing clothes.
"The new genius in the fashion world"
The first show presenting the men's collection was showcased a year after the brand's registration and drew significant attention from the fashion community. The media quickly announced that a new genius had appeared on the market, set to revolutionize the industry. He indeed wanted to introduce some changes to the stagnant image of men. Therefore, he decided to bring some freedom and freshness to the formal style.
His blazers permanently lost the stiff linings that emphasized the shoulders. Additionally, he shifted buttons and altered collar proportions. He also removed the characteristic creases from trousers and casually unbuttoned shirts at the neck. The clothes remained elegant, but the designer stripped them of constraint and stiffness, earning the appreciation of many. He introduced similar changes in women's collections, which finally began to be characterized by functionality.
Building an empire
The immediate success of both collections propelled the Armani brand to the top. Soon, the assortment was expanded to include lingerie, swimwear, and accessories, which only increased its popularity. The entire industry was talking about the forty-year-old self-taught designer who was bringing something new to the fashion world. Today, in Italy, he is almost revered as a deity. The media often refer to him as "Re Giorgio," which means "King George."
The year 1980 marked further undeniable successes. During this time, the Armani Junior, Armani Jeans, and Emporio Armani lines debuted, dedicated to younger and somewhat less affluent customers. Each offered a deep diversity and carried the spirit of the parent brand. Soon, the more affordable branch of the brand also expanded to include Emporio Underwear, Swimwear, and Accessories. Armani Exchange appeared on the market later, in 1991.
It wasn't just him who promoted the brand, but also the stars of the cinema of the time and other famous names. For example, his clothes appeared in Hollywood in the 1980s, specifically in the film "American Gigolo," where Richard Gere, playing the lead role, was dressed in Armani suits. This event attracted so many new potential customers that less than a year later, Giorgio, as the first Italian designer, opened a boutique in Hollywood.
To this day, the brand enjoys immense recognition among celebrities. A loyal supporter is, for example, Leonardo DiCaprio, who received his coveted Oscar in an Armani suit. The designer himself is obsessively concerned with the image of himself and his brand. Unlike many people in the fashion industry, his name has never been shrouded in any scandal. Giorgio himself is very active, reportedly working up to 11 hours a day, and surprisingly, despite his advanced age, he seems to be going nowhere.
Distinctive Features of Armani Exchange Clothing and Products
As mentioned, the Armani Exchange brand differs from the parent brand Giorgio Armani in that it is aimed at a different type of audience. In this case, young people, perhaps searching for their own style. The products of this line, with a wide range of colors and creative prints, fit the vibe of a true urban jungle. Inspired by the style of youth in the United States, but not only there, they find many young supporters.
So what characterizes them?
- a multitude of colors and patterns - this certainly distinguishes Armani Exchange products. Wanting to tailor the offerings to the widest possible range of young people, diversity was prioritized. Therefore, these clothes will certainly give you character and allow you to experiment with fashion to your heart's content.
- wide assortment - The line offers a vast array of products. Among them, you'll find trendy jackets, denim, t-shirts, hoodies, footwear, bags, and other popular categories for both women and men. Men's Armani Exchange watches are particularly popular, which will be discussed a bit later.
- extraordinary style - the products are characterized by truly unique design. Mostly kept in classic style, all clothes and accessories have something special, and the entire line represents a departure from previous ones. This is probably due to the aforementioned city style, which is drawn from the vibrant streets of cities. Vibrant, that's exactly what the clothes of this brand are.
- great quality at a good price - with young people in mind, whose wallets are generally not as full, the prices of Exchange products are really affordable, or at least more so than the main brand. One might think that with the price going down, the quality would drastically drop, but rest assured, all products bearing the Giorgio Armani name guarantee their customers undeniable quality of workmanship.
Armani Exchange Watches
Many associate this segment of the Armani brand with a wide range of men's and women's watches. And rightly so, it is definitely a product that enjoys great renown. No wonder, their craftsmanship is characterized by an extraordinary attention to detail, which is typical of good Italian brands.
However, the element that distinguishes these watches from others remains the diverse dials. Since the brand perfectly understands the importance of details, the colors of the dials in their products surprise with their combinations. Meanwhile, zirconia applied to the dial or case gives them a jewelry-like character, and the leather strap creates an ideal contrast.
Despite all this richness, the brand maintains a balance between simplicity and harmony, and opulence. Therefore, the women's and men's watches of this brand are fashionable, clear, and suitable for any occasion.
Where to buy Armani Exchange?
You can certainly purchase products from this line at the original Armani Exchange online store, as well as on other Polish and international websites. Good news for fans of in-store shopping, currently in Warsaw, specifically in Galeria Mokotów, there is a stationary boutique of the brand. So far, it is the only such store in Poland, but its growing popularity suggests that more may appear in the future.
The products are also available in the offer of our online store Luxury Products. Visit us today and stay with us longer!