Giorgio Armani is an innovative expression of good taste and is the result of rethinking the rules, a surprising choice that can influence and, at the same time, interpret a shift in habits.
With a spirit of great innovation, claiming the right to understatement, beauty and precision, Giorgio Armani has given a twist to the concept of elegance itself, giving simplicity the definition of sophistication.
For Giorgio Armani, fashion is not only a dream but something concrete: clothes to wear, make your own, interpret. Convinced that elegance doesn’t mean standing out but being remembered, the designer created precise lines and a palette of recognisable colours, never giving in to theatricality, the too obvious or too easy. Striving for everything that is far-removed from stereotypes, gender clichés and ostentation.
Since 1981, Emporio Armani has been accentuating the modern, dynamic spirit of its men’s, women’s and kid’s collections, retaining the brand’s distinctive elegance.
A selection that ranges from apparel to accessories, creating total looks where the logo, particularly the distinctive iconic eagle, is synonymous with an urban style dedicated to a wide modern target.
Since 2004, EA7 has been the strong link between the world of sport and Giorgio Armani, recognising its strong aggregate power and its ability to convey positive values.
EA7 expresses its spirit by supporting various sports which everyone can engage in, professionally or for pleasure, through state-of-the-art clothing, the result of constant and careful technical research and development, blending aesthetics and function.
Armani Exchange was founded in 1991 in New York, born from an intuition of Giorgio Armani who, drawing inspiration from street culture before it became a mainstream trend, decided to create an ""easy"" clothing line with accessible prices, aimed at new generations and those who are young at heart.
A|X embodies the essence of contemporary style: essential pieces, aligned with the soul of the Armani Maison, versatile and characterized by a spontaneous and simple style, suitable for everyone.
Connecting and crossing cultures, people, and genders is the goal of A|X: hence ""Exchange."" This focus is also reflected in its DNA: a brand born from the duality between Italy and the United States, Milan and New York, where the project originated in 1991.
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