GIORGIO ARMANI

Giorgio Armani is an Italian designer, born in Piacenzwas in 1934. He is by far the dominant figure in the extraordinary flourishing of high fashion prêt-à-porter, which spread from Milan throughout the world.

Index

  1. The Origin
  2. La Rinascente & Cerutti
  3. Giorgio Armani’s Company is Born
  4. Partner Galeotti Passes Away
  5. Armani Style 
  6. Collections
    1. 1970s
    2. 1980s
    3. 1990s
  7. 2000 – 2005
    1. Collections
    2. Brand Development
    3. New Store Openings
    4. Giorgio Armani in Japanese Market
    5. New COO
    6. Brand Acquisition
    7. Licensing and Co-branding
    8. Giorgio Armani Hospitality and Distribution Network Expansions 
    9. The First Haute Couture Collection
    10. Armani Designs for English National Soccer Team
  8. 2005 Until Now
    1. Supporting Charity Events
    2. Launch of Cosmetics Line
    3. New Store in Asian Market
    4. Collaborations and Licenses
    5. One Night Only Series of Events
    6. Armani Designs for Team Italy
    7. Celebration of 40th Anniversary
    8. Current Situation

The Origin

Giorgio Armani is an Italian designer, born in Piacenzwas in 1934. He is by far the dominant figure in the extraordinary flourishing of high fashion prêt-à-porter, which spread from Milan throughout the world. An individual who, due to his physical charm, detached manner, and ability to merge work and environment in a vision that is simple, concise, rigorous, and clear, has seemed to express a perfect symbiosis between his own lifestyle and the elegance of his models. His economic empire is the reward not only of creativity and imagination, as it is for many other famous names in fashion. His success expresses a creative power that has been able to interpret desires, reconcile opposing needs and brilliantly reinvent a basic article of clothing.

Giorgio Armani in the Store 1970s
Giorgio Armani in the Store 1970s

Armani himself embodies the success of his famous jacket, which freed men from the old armor of the bourgeois suit, gave women self-confidence in a masculine look, and, as it was said during the 1970s, helped them more than did feminism itself. The designer began his spectacular career in prêt-à-porter at the age of 40, after a long, multifaceted and invaluable apprenticeship in which he learned much, both about taste and the relationship between fashion and business.

La Rinascente & Cerutti

After interrupting the study of medicine, in the 1960s he worked at La Rinascente, at the time a true crucible for the creative skills of architects, designers, market researchers, and advertising experts. His activity was wide-ranging and went from the buying of men’s clothing, and figuring out from the market, with sufficient lead time for manufacturing, how many people wanted a change of wardrobe, to window displays. Even today he can’t resist the impulse to spend an entire morning on the windows of one of his many boutiques.

In 1965 Nino Cerruti noticed his talent and hired him to redesign his Hitman line. By this time already precise and meticulous, Armani learned the importance of fabrics, both for their creative possibilities and for the economic value of even one inch of material saved in the cost of a garment. He began to design clothes in a way that would afford economies of scale manufacturing. He spent seven years at Cerruti, selecting fabrics that were lighter, colors that were colder, making everything less structured, changing buttons, and narrowing the shoulders. He did this to give the men’s jacket, up to that time a formal and stiff garment, a supple and real-life look, youthful for all ages. It was the 1970s, and the fashion world, on both sides of the Atlantic, adored the early Made in Italy lines, while new social classes were ready for the idea that one needs good clothes in order to emphasize personal success.

Sergio Galeotti, a young man from Viareggio who had just left an architecture studio to become a model buyer, realized that Armani couldn’t remain a designer who worked for others, but had to have a collection of his own. Cautious and somewhat distracted, Armani took two years to convince himself, in 1973, to open his own consulting business with Galeotti in Milan, while still working for various firms including Gibò and Montedoro to Tendresse, Courslande and Sicons. He quickly entered his name in the final fashion shows at Palazzo Pitti in Florence. Scarcely a year later, in 1974, his first men’s Collection came out, then in 1975, the first women’s Collection.

Giorgio Armani’s Company is Born

It was such a triumph that in 1976 the Giorgio Armani company was born. Galeotti conceived the company’s structure: no in-house manufacturing, only the production of ideas. The formula was reaffirmed in 1978 in the agreement with GFT, the first to make possible high fashion prêt-à-porter produced in a factory but under the close eye of the designer. Very soon, Armani’s shows became the most anticipated, both for the clothes and for the decor. The farsightedness of the new griffe was constant, guided by the notion that young people especially would be the consumers of fashion, as long as it remained affordable and did not lose its appeal. Very quickly in comparison with other lines, Emporio Armani became a reality.

Giorgio Armani Time Magazine Cover
Giorgio Armani Time Magazine Cover

The eagle became for young men a sign of belonging to a new style of dressing and of being; a loose-fitting, agile, less solemn look attractive to women. Armani’s fame grew quickly. In 1981, annoyed by polemics over a Collection inspired by ancient Japanese costumes, following some of Kurosawa’s films, he decided to stay away from the fashion shows for a season, and Time Magazine, finding the protest explosive, put his picture on the cover. In 1982 the turnover tripled. Meanwhile, his consulting services were requested by Mario Valentino, for his collection of leather goods, by Erreuno, and by licensees wanting to use his trademark, such as Bagutta for men’s shirts, Hilton for cloaks, and Allegri for raincoats. His unmistakable and ever-varied touch lights up a decade of work, while his fundamental research in high fashion prêt-à-porter leads to results of such refinement that they can no longer be produced in a factory.

Partner Galeotti Passes Away

In 1983 Armani changed his agreement with GFT, which from that point on would produce a new line, Mani, intended essentially for the U.S, while high fashion prêt-à-porter would use the label Borgonuovo 21, the street in Milan where he restored and rented the palazzo that once belonged to Franco Marinotti (Snia Viscosa) and the cotton manufacturers Riva. Shows are mounted in a 513-seat theater that once was the ballroom and swimming pool. Galeotti was barely able to manage the showing of the Spring-Summer Collection for 1985 and would die in August of that very same year.

The second decade of activity finds Armani alone but poised, thanks to study and a strong will, to add to his great achievements a real revolution in women’s clothing. The world was changing and women no longer needed to camouflage themselves, or to hide their bodies in the looseness of a perfect jacket. 

Armani Style

Analyzing the stylistic development over what is by now 25 years of activity, certain constants emerge and some variations from his characteristic rigor can be seen. The taste and logic of his first revolution are never diminished, either in the men’s or the women’s collections, with their mutual exchanges of particular elements not only in terms of shape and cut, but also in the selection of interchangeable colors, in their materials, in a masculine appearance, a loose and soft hand or, viceversa, in shirts and jackets with a female touch for a man of a disconcerting freedom.

Giorgio Armani 1970 Power Suit
Giorgio Armani 1970 Black Suit, Photographed by Barry Lategan

Loved by the elite and by mass consumers, adored by the critics, Armani was three times awarded the Occhio d’Oro in Italy for the Season’s Best Collection, and has received many honors throughout the world. He dressed Catherine Deneuve in Speriamo che sia femmina, Richard Gere in American Gigolo and provided costumes for the Strauss opera Elektra at La Scala, directed by Luca Ronconi with stage-designs by Gae Aulenti.

Collections

1970s

The George Sand of Spring 1976, in the winter of that year wore tweed jackets with a bold pattern, very masculine, but accompanied by a plissé skirt which, like trousers, allowed a loose and long stride. In Spring 1977 there were two skirts, overlapping, while the men’s jacket took on sophisticated accents, and the idea of “doubling” passed to men’s clothing as well, when a knitted jacket was put over a blazer. The jacket was destined to join every other element of clothing.

Giorgio Armani Collection 1978
Giorgio Armani Collection 1978

Then, in 1978 it went with a bathing suit, and in the fall Armani combined it with military colors. There was continuous research into everything to do with the shoulders, and the result was a “Garbo” long-wearing even in crêpe de chine. But the evolution of the jacket in 1983 was based on three items: the blazer in black velvet, the long-sleeve jacket with round shoulders, and the caban of Andean origin. There were few trousers and, instead, many varieties of culottes in very new trompl’oeil designs. The jacket was transformed, becoming an interchangeable item or a piece to be combined freely.

1980s

In 1984 there was a return to the taste for a men’s wardrobe with a hint of the feminine, an androgynous collection like no other. But the following year, for the Autumn-Winter Collection, Armani showed his sweet side, presenting a masculine jacket, but loose and down buttoned, for an easy-going woman with hair up and a neckless blouse. It was a show with 350 different fabrics varying in shades of blue, grey, and brown.

Giorgio Armani Spring/Summer 1985
Giorgio Armani Spring/Summer 1985 Collection

In October 1985 the Spring-Summer Collection won extraordinary success with its ethereal, stylized woman, her legs covered by very clear stockings and completely in view, wearing high heels. It was a femininity somewhat difficult and yet in some ways too much on display. It was a change in Armani’s usually sober look. The jacket is always the clue to understanding a style, but new suggestions came from the princess dresses in printed silk.

The novelty of the Autumn-Winter 1986 Collection was the evening dress. Armani’s woman, a mix of seduction and common sense, could count on an Armani universe: from perfume to timeless high fashion prêt-à-porter, similar to himself with minimal change, from writing paper to lamps, in a line that was more free and well-developed in the various aspects of its diffusion, the Emporio line.

Armani 1980 Campaign
1980 Campaign

In 1986 evening wear out-did day clothes, according to the demands of the American market. The Armani woman, self-confident and without nostalgia, chose a jacket that was no longer rigid and severe, breaking the rules of jacket-and-blouse in favor of daring new combinations (1987). From then on in 1988, the Autumn-Winter Collection was characterized by an atmosphere that was soft and light in color, and by the subtle provocation of a jacket resting on the waist and the hips, with long, double skirts.

1990s

In 1990 once again the jacket was the focal point, slim, wrapped, with small shoulders and a marked waist. The skirts were short or to the calf, the trousers sometimes straight and severe or else full like a man’s. It was a choice of dusty, sharp colours, though tempered by the greys and sandy earth tones typical of the Armani palette. In addition, there were the great enveloping overcoats such as the Tunisian djellaba.

Giorgio Armani 1991
Giorgio Armani 1991

In 1992 smoking was the season’s trademark, variously interpreted in combination with extremely feminine fabrics and details. New flexibilities, new concessions, very new luxury. Elegant fabrics used in casual clothes was a special characteristic of 1994, enhanced by a color palette in ruby inspired by Matisse. Waistcoats peep out under jackets; trousers are as long as they can be, and long skirts trimmed with fringes take center stage. Evening dresses display an imperious elegance in their colors and precious fabrics, yet with shapes reduced to the essentials.

Armani 1993 Campaign
1993 Campaign

The Autumn-Winter 1996 Collections showed great refinement and a love for structure which revealed itself in the ankle-length overcoats with velvet facings and matelassé lining. The repeated and refined use of fabrics cut on-the-bias, caressing the body, is more popular than ever. Also the favorites of the evening, from the “boldinian” style dress in silk velvet tied at the neck by a necklace of roses, to the sheath dress in black stretch tulle with tatoo embroidery.

The year 1997 saw the arrival of “sophisticated grege,” a new shade between grey and beige. Lean shapes, small proportions, a symbolic simplicity. Refined fabrics such as plissé wools, matelassé, and double crêpe. For the evening, everything is precious: graphic embroidery in ivory, ebony, lace, and velvet. The style is by now more and more defined and authoritative. It doesn’t change. What do change are the methods, the movements, and the details, with greatest importance given to refinement in materials and the finishing touches of master tailoring, which combined to make sophistication the main idea of the season.

During 1998-1999 evening is more and more the singular moment, with embroidered dresses inspired by oriental porcelains. The jackets, slim, without lapels, and with fastenings that are hidden and often on the side, have lost the connection with tailored suits and are worn even with long dresses, low-waist trousers, and long, straight skirts in order to accentuate the silhouette. And there are plenty of dustcoats, a series of overcoats cut like jackets, which are long and slinky.

In September of 1999 Giorgio Armani S.p.A. opened the accessories division, with the goal of improving their results in leather goods. Dawn Mello & Associates entrusted with the account for the new division. The commercial structure of the Group (direct and franchising), operating in 33 countries, includes 53 Giorgio Armani Boutiques, 6 Collezioni stores, 129 Emporio Armani, 48 A/X Armani Exchange, and 4 Armani Jeans.

2000 – 2005

Collections

For 2000 the image is strong, consistent, glamorous, pure, and precise. The collection is love at first sight with English pastel shades and a special regard for black. Ankle-length skirts, short jackets with wide kimono sleeves, jackets cut like Indian blouses, slim trousers under tunics and extra-large trousers with a man’s shirt. A refined evening with the new idea of “light catchers” made of stretch tulle worked in the shape of a web, with a deliberately consistent choice of clear and sharp lines on the body.

The Armani woman entered the third millennium with an allure that was modern and sparkling, with one eye on the use and management of style, and the other on the passions of the young. The Armani woman is always aware that the power of her own image lay in the unbeatable Armani style, with his special colors, a skillful line and expert cut. This is a woman gliding with lightness, grace and incomparable class, leaving behind her the inevitable strains of a modernism that is often coarse or simply too ugly. The latest Collection, already looking toward the new millennium, G.A. Man in Spring-Summer 2000, has reconfirmed the primary place Giorgio Armani in the men’s wear industry.

Giorgio Armani Winter 2001
Giorgio Armani Fall/Winter 2001 Collection

Femininity and romanticism: from these two words Armani’s new woman was born. The look came out for Winter 2001-2002 and evoked the emotion of a debutante’s ball with skirts of frilly tulle and handkerchiefs of organza cut on the bias worn with long pullovers inspired by the sea or with small tops. Graceful girls paraded past, as if dancing on pointe: “Ballet is the apotheosis of elegance”, said the designer. Everything was delicate and ethereal, seeming to hint at dreamy sensations. The show’s finale was memorable, with 30 real ballet dancers posing like those of Degas. It confirmed what had been seen in the previous season, with tailored pantsuits characterized by an unusual sweetness, a vague re-collection of the manager-woman. The soft mood was also more in evidence in the shows that followed. And the classic blazer? It adapted to the new trend and in Summer 2003 became longer, almost a tailcoat waving on a slender body. Unusual pieces broke the familiar rhythm of the ensembles, sensuality was all on edge without any exotic nostalgia or erotic aggression.

Giorgio Armani Spring/Summer 2003
Giorgio Armani Spring/Summer 2003 Campaign

In Autumn-Winter 2003-2004 Armani again changed course. His designs gave the body a new outline, emphasizing it and caressing a waist made prominent by short and close-fitting jackets. Then, in a surprise, he pays tribute to women’s legs with triangular miniskirts and shorts, a gentle reinterpretation of the hot pants of the 1970s. It was a very stylish woman, almost dipped in ink, in the severity of black broken up by lines of white, for an evocative graphic effect. As usual, his clothes needed to be admired up close, for the sophisticated details and refined fabrics. It was like a heaven of embroidery. He lowered the age of the fashion-conscious, which the Emporio line accentuated through the impertinent and teasing style of the French tomboy, with everything made “short.” His men’s style was also updated, an image somewhere between reason and sentiment, the silent revolutionary of a new classicism that still observed the rules of comfort, particularly in his knitwear creations.

Brand Development

In January 2000 Giorgio Armani S.p.A. raises its stake in Giorgio Armani Japan Co. Ltd., a joint venture founded in 1995, to 85% of the shares, leaving the remaining 15% to Itochu. Then, in February the birth of Armani Collezioni which brings together, in Europe and in Asia, the already-existing Giorgio Armani, Collezioni Uomo and Mani Donna. The new label is also introduced in the U.S., while the Mani Uomo line of suits and shirts remains solely in the American market. Later, in June the Armani Group purchases for 55 billion liras from GFT the manufacturing business of the men’s line Armani Collezioni as well as its distribution and sales in the U.S.

In July Armani Group and Zegna Group agree to create a joint venture (51% to Armani, 49% to Zegna) to manufacture and distribute the Armani Collezioni lines. The goal is to exploit to the maximum the potential of the Armani Collezioni Uomo brand throughout the world, and the Mani Uomo brand in the U.S., using the manufacturing and organizational skills of both groups.

New Store Openings

The opening of new stores continues. In October an Armani shop opens at via Manzoni 31, in Milan. Designed by Studio Gabellini Associates, in collaboration with Armani himself, the megastore has some 80,000 square feet on three floors. The 1,000 square foot basement is used to sell electronics, especially by Sony. On the ground floor are Emporio Donna, Emporio Uomo, Emporio Accessori, a space dedicated to perfumes, and Armani Jeans for men and women. On the second floor, in addition to the restaurant Nobu and to Armani Caffé there is Armani Casa. The year 2000 shows consolidated revenues of 2,002 billion liras, a 20% increase compared to 1999, a gross margin of 374 billion liras, a net consolidated profit of 235 billion liras, an 11% increase, and a net worth amounting to 618 billion liras.

Flagship Store in Milan
Flagship Store in Milan

In February 2001 the first Giorgio Armani Accessori boutique opens at via della Spiga 19, Milan. The boutique includes high-quality bags, shoes and leather goods. Later in  May, Giorgio Armani S.p.A., already owner of 53.2% of the capital stock of Simint S.p.A., an Italian company listed on the Electronic Stock Exchange, announces a tender offer for the Simint common stock that it does not already own. The price offered per share is €6.2. The goal is to activate a process of internationalizing the production and marketing activities of Armani products within the companies of the Group. As of July, the result of the bid for Simint, is that 39.49% of Simint’s shares are added to the 53.24% already owned by the Armani Group, thus giving Armani control of 92.73% of the company.

Giorgio Armani in Japanese Market

Mame Fashion Dictionary: Armani Concept Store in Japan
Concept Store in Tokyo, Japan

In 2001, Giorgio Armani Japan, founded in 1987 as a joint venture with Itochu Corporation, reorganized its retail activities in Japan. The program entailed the reopening, after a thorough renovation, of the world’s largest Armani store in Kioi-cho, Tokyo, in a manner consistent with the image of the new Armani boutiques on via Sant’Andrea in Milan and on Place Vendôme in Paris. Then new Emporio Armani stores were opened in Marunouchi and Aoyama, and the Emporio Armani in Midosuji was renovated. The Japanese market ranked third in order of importance after the U.S. (34%) and Italy (15%). Giorgio Armani Japan distributes five lines belonging to the Armani Group: Giorgio Armani, Giorgio Armani Accessori, Armani Collezioni, Emporio Armani and Armani Jeans. The company manages 22 shops; 10 Giorgio Armani boutiques, 1 Armani Collezioni shop and 11 Emporio Armani. The Giorgio Armani and Armani Collezioni lines are also sold through the shop-within-a-shop formula.

New COO

In July of 2001 Roberto Pesaro was appointed Chief Operating Officer of Giorgio Armani Corporation. One month later, Armani opened its first boutique in Rusia, in Moscow at no. 1 Tretyakovsky Lane. It was the 33rd point-of-sale opened by Armani in the year 2001, resuming the strategy of expanding the exclusive retail network. Twenty shops were completely renovated. A new joint venture, Borgo 21, was created to develop the top line of the Armani brand.

The year ended with Consolidated revenues reached €1,272 million, an increase of 23% which included all the geographic areas and all the lines. The turnover was distributed as follows: Europe 45%, North America 28%, Asia-Pacific and rest of the world 27%. The net consolidated profit was €110 million, the net worth €122 million, with investments of €307 million.

Brand Acquisition

In January 2002 Armani acquires 100% of Miss Deanna, a firm specialized the production of high quality knitwear. Then, in November the Armani-Chater House megastore in Hong Kong opened, with 30,000 square feet on three floors, second in size only to the one on via Manzoni in Milan. Meanwhile, Armani Group and Luxottica Group ended their licensing agreement for the production and distribution of glasses in the Giorgio Armani and Emporio Armani lines.

The yearly results showed growth in the main indicators. The consolidated turnover, €1,301 million, showed a 2.3% increase compared to 2001. The induced turnover, €1,691 million, grew 6.4%. There was considerable growth in Emporio Armani Watches, 24%, and in cosmetics, 11%. Profits before tax, €199 million, grew 9.7%. Also noteworthy were investments of €87 million, devoted, among other things, to the expansion of the distribution network (30 new stores and 16 renovations) and to the acquisition of manufacturing plants. Finally, the Group invested 10% of the induced turnover communications.

Licensing and Co-branding

In February 2003 the Group gave Sàfilo a long-term license for the production and worldwide distribution of the Giorgio Armani and Emporio Armani watch Collections. At the same time, the Group’s exclusive distribution network comprised 57 Giorgio Armani boutiques, 12 Armani Collezioni shops, 115 Emporio Armani shops, 66 A/X Armani Exchange shops, 10 Armani Jeans shops, 5 Armani Junior shops, 1 Giorgio Armani Accessories shop and 12 Armani Casa shops, in 35 countries around the world.

Mame Fashion Dictionary: Armani Collaboration with Mercedes Benz
Armani Collaboration with Mercedes Benz

Then, in June the Giorgio Armani boutique on via Condotti in Rome reopened after a total renovation. Armani himself worked on the restyling along with the architect Claudio Silvestrin.  Also, Mercedes-Benz and Giorgio Armani entered into a joint venture for the creation of the Mercedes-Benz CLK Giorgio Armani Design Car. Armani said,

“Mercedes-Benz has achieved extraordinary fame for the quality, style and elegance of its cars. For me, it’s been very interesting to observe how similar our design philosophies and system of working are. This makes me think that in the future there will be more opportunities to carry out common projects which can develop our respective strengths”.

In October, John Hooks was appointed the new President of Giorgio Armani Japan and Giorgio Armani continued as commercial director of the group. Then, the third and largest of Armani’s multi-concept stores, the Armani/Funf-Hofe, was opened on Theatinerstrasse in Munich, joining in the Armani on via Manzoni in Milan and the Armani/Chater House in Hong Kong.  The economic-financial results for 2003 were brilliant. The consolidated turnover €1,255 million grew 3% at constant exchange rates. The net profit of €134 million increased 14%. Also excellent was the increase in net worth which grew 149%, In 2002, it grew to €264 million. In the same year the company invested €38 million, mainly in distribution, with 30 new sales points opened and 11 restyled.

Armani Hospitality and Distribution Network Expansions

Armani Hotel Milan
Armani Hotel Room (Milan)

In February 2004, the Armani group diversified into luxury hotels. It signed with EMAAR Properties PJSC, the largest real estate company in the Middle East, a memo of understanding for the creation of Armani resorts and luxury hotels. The collaboration called for the opening of ten hotels and four resorts within seven years. The total investment was projected at about 1 billion dollars. EMAAR was to manage the construction and managerial aspects and Armani would be responsible for style and design. In March, the company signed a multi-year license agreement with Wolford AG for the production and worldwide distribution of the Giorgio Armani hosiery line. Later in April, the fourth multi-concept store was opened in the Three on the Bund, Shanghai. Followed by an Armani store opened in Dubai.

Later, in July Fortune Magazine published a list of the 25 most powerful men in European business. Giorgio Armani was the only Italian, ranked number 25. Then, in August New Emporio Armani stores opened in Riga and Shanghai, one month later a shop with the new Emporio Armani concept opened in Paris.

“The new design of the Emporio Armani in St. Germain belongs to a strategy aimed at strengthening and differentiating the various product lines and at creating an environment in which the store’s architecture lends support to the presentation of the Collections in a way that is modern and accessible to the clients” Giorgio Armani.

In September an Armani Jeans shop opened in Corso di Porta Ticinese in Milan. It was designed by the architects Massimiliano and Doriana Fuksas. An Armani Jeans Café was opened inside. Also, at the Armani boutique on Maidson Avenue, the model Eugenia Silva organized a charity sale for the benefit of the American Museum of Natural History. Meanwhile, Armani was given the Superstar Award at the Night of Stars Awards of Fashion Group International.

The year of 2004 closed with a turnover of €1,299 billion, an increase of 6.5% at constant exchange rates and 3.5% at current exchange rates. The net profit was €126 million, a slight decline -5.2% compared the previous year. The net worth was €397 million, an excellent increase of 50.3% over the €264 million of 2003. Investments were €50 million, of which €35 million was used for the opening of 16 new stores and the restyling of the existing ones.

The First Haute Couture Collection

In January 2005, the designer made his début in haute couture, presenting in Paris the first Giorgio Armani Privé Collection. Thirty-one clothes in pure Armani style, very precious and unique. This year also witnessed the company’s 30th anniversary, to celebratied anniversary and in honour of his historic friendship with actress Michelle Pfeiffer, Giorgio Armani commissions famous photographer Mario Testino to create a series of shots of the actress for the women’s spring/summer 2005 collection catalogue, which are signed by the designer.

Giorgio Armani 2005 First Haute Couture Collection
Giorgio Armani 2005 First Haute Couture Collection

The first quarter registered growth in direct sales in company-owned stores of 16% compared to the first quarter of 2004. In particular, sales in China increased 52%, in Japan 15%, in Europe 10%, and in the U.S. 3%. At the same month,  a new single-brand Armani Casa store opened at via Manzoni, 37 in Milan.

Armani was appointed Designer of the Year by the Fashion Editors Club of Japan. Later, the Giorgio Armani retrospective exhibition moved from the Guggenheim to the Mori Art Museum of Tokyo. For the occasion, the men’s and women’s Collections of Autumn-Winter 2005-2006 were presented. The show was followed by the first presentation of Armani’s haute couture Collection. So far, the group had 4,700 workers, 13 production plants, 58 Giorgio Armani boutiques, 11 Armani Collezioni stores, 121 Emporio Armani stores, 70 A/X Armani Exchange stores, 12 AJ/Armani Jeans stores, 6 Armani Junior stores, 1 Giorgio Armani Accessories store, and 17 Armani Casa stores, distributed in 37 countries throughout the world. The group’s brand are: Giorgio Armani, Armani Collezioni, Emporio Armani, AJ/Armani Jeans, A/X Armani Exchange, Armani Junior and Armani Casa.

Armani Designs for English National Soccer Team

In May 2004 Armani dressed the English national soccer team for its tour of exhibition matches in the U.S.. Armani designed the uniforms of the crew of the Bribon, the new sailing ship of the King of Spain.

Today Armani has five lines: Borgonuovo 21, G.A. Collezioni Mani, AX (basic fashions sold in the shop of the same name in the U.S.) and Armani Jeans, plus the linen, underwear and swimwear lines.

2005 until Now

Supporting Charity Events

During the World Economic Forum held in Davos in January, Armani announces its participation in (PRODUCT) RED, the revolutionary global initiative launched by Bono and Bobby Shriver to raise funds for the Global Fund to fight AIDS in Africa. In support of RED, Armani designs its first two products for (Emporio Armani) RED, consisting of a pair of sunglasses and a watch. Moreover, the Emporio Armani women’s collection for spring/summer 2007 is presented at London fashion week instead of in Milan, during an exclusive fashion and music event that also celebrates the launch of the first Emporio Armani (PRODUCT) RED capsule collection. Alicia Keys, Andrea Bocelli, Beyoncé, Bono, 50 Cent and Leonardo DiCaprio are just some of the celebrities who take part in this presentation, which is called One Night Only. At the end of the year, Giorgio Armani receives the Leonardo 2006 Award from President of the Republic Giorgio Napolitano, as an important representative of quality Italian products abroad.

Launch of Cosmetics Line

In 2007, Giorgio Armani launched Crema Nera, the first product of the skincare line, along with Attitude, the new fragrance for men and Diamonds, Emporio Armani’s new feminine scent. The advertising campaign for which features Beyoncé. The Giorgio Armani retrospective exhibition arrives in Milan at the Triennale Museum. Meanwhile, The Giorgio Armani Privé Spring/Summer 2007 runway moved to Los Angeles to coincide with the 79th Academy Awards. Giorgio Armani opens its fourth concept store worldwide in Ginza, Tokyo, called Armani/Ginza Tower.

New Stores in Asian Market

Next year, Giorgio Armani entered the Indian market with the first Giorgio Armani and Emporio Armani stores in New Delhi. Also, the first Emporio Armani stores are opened in Moscow and Beijing. On the other hand, in the Europe market, the largest Giorgio Armani boutique in the world opens in Milan on Via Montenapoleone, as well as the lauch of Emporio Armani e-commerce site in Europe, and the Emporio Armani Samsung Night Effect mobile phone. Emporio Armani Underwear for women is launched in the United States. Giorgio Armani becomes an honorary member of the Costume Institute at the Metropolitan Museum in New York during the opening of the exhibition Superheroes: Fashion and Fantasy.

Collaborations and Licenses

2012, At the Cannes Film Festival, Giorgio Armani launches a one-year collaboration with J/P HRO (Haitian Relief Organization), which includes an exclusive media campaign in which the designer and Sean Penn pose together for the first time. During women’s Fashion Week, the designer opens Eccentrico at the Armani/Teatro in Milan, an exhibition of clothing and accessories from 1985 to 2012, which embodies a point of fusion between art, fashion and design. The Armani Group signs an exclusive license agreement with Luxottica for the design, production and worldwide distribution of the collections of sunglasses and prescription eyewear under the Giorgio Armani, Emporio Armani and A/X Armani Exchange brands. In collaboration with the Astas Holding/Bemes group, the completion of the project Maçka Residences is announced, which includes the development of an exclusive residential area in the centre of Istanbul.

One Night Only Series of Events

Mame Fashion Dictionary: Armani One Night Only Event
One Night Only Event in Rome

The same year also sees the celebration of the Armani Group’s 10-year anniversary in China, which is marked with an event: One Night Only Beijing. In 2013, Giorgio Armani continues the successful One Night Only series of events, first in Rome and then in New York, where on October 24, New York City Mayor Michael Bloomberg proclaims it Giorgio Armani Day. The following year, Giorgio Armani presents One Night Only Paris.

Armani Designs for Team Italy

Armani Dress Italian Olympic Team
Italian Olympic Team

In 2013 Giorgio Armani also announces the continuation of the brand’s agreement with the Olympic Committee, confirming that Armani will be the Official Outfitter of Team Italy for the Winter Olympics in Sochi in 2014 and the Olympic Games in Rio de Janeiro in 2016.  And in May of 2014, Giorgio Armani continues his long-standing relationship with the world of international football announcing the collaboration with Bayern Munich to create the club’s official clothing.

Celebration of 40th Anniversary

Armani New Normal
Armani New Normal

2015 marks Giorgio Armani Group’s 40th anniversary, earlier in this year, Giorgio Armani launches New Normal, a continuing and concise collection that creates the ideal wardrobe for today’s woman, and that summarises 40 years of style that have defied the test of time. Giorgio Armani has been nominated Special Ambassador for Expo Milano.

Later on 30th of April Armani continuing to celebrate with a big party involving 500 guests including VIPs, celebrities, authorities and the international press. The same day Armani/Silos, the large exhibition space dedicated to Giorgio Armani’s professional experience, opened its doors for the first time.

Armani Exhibition at Armani Silos Milano
Exhibition at Armani Silos Milano

For this occasion, the Ministry of the Economic Development and Poste Italiane celebrate Giorgio Armani’s 40th anniversary and the opening of the Armani/Silos with the issuance of a dedicated stamp. October 1st marked the launch of Giorgio Armani’s book (published by Rizzoli New York) in which he recounts forty years of career, style, excitement and vision in the first person. The volume was presented to the public on September 28th, at the end of the Giorgio Armani show, by the famous English journalist Suzy Menkes.

Current Situation

In 2016 Giorgio Armani was awarded the “Collare d’oro al merito sportivo” (“Golden Collar for Sports Merit”) as a figure who has stood out for his contribution to the world of sports. On April 14th, Giorgio Armani traveled to Moscow for a series of events celebrating the presence of the Armani Group in Russia. After London 2012 and the Sochi Winter Olympics, the collaboration between Giorgio Armani and the Italian National Olympic Committee continued: EA7 Emporio Armani was, once again, the official outfitter of the Italian Olympic and Paralympic team at the 2016 Olympic Games in Rio. In July, Giorgio Armani announced the creation of the Giorgio Armani Foundation to implement projects of public and social interest and to ensure that the Group’s governance assets are kept stable over time, in respect of and consistent with the principles at the basis of his activities as a designer and an entrepreneur.

In September, at Armani/Silos, “Emotions of the Athletic Body” was inaugurated, the photographic exhibition dedicated to celebrating sports and athletes, curated personally by the designer, drawing from the vast archives of photographs that he himself had commissioned over the years. In September in Paris, Giorgio Armani presents the Emporio Armani Womenswear SS17 collection for the first time during Paris Fashion Week. The two-year partnership between EA7 Emporio Armani and RCS Sport was announced for the Milano Marathon: the sportswear line will be the title & technical sponsor of the 17th annual marathon, which will take place in Milan. The exclusive club, Armani/Privé, was reopened with a completely renovated look.

Armani Advertising Spring/Summer 2017
Advertising Spring/Summer 2017

In 2017 The Giorgio Armani Group announces the reorganization of its portfolio of brands. As from the Spring/Summer 2018 season, the brands will be Giorgio Armani, Emporio Armani and A/X Armani Exchange. Also, Emporio Armani is presented for the first time during London Fashion week for the Spring/Summer 2018 read-to-wear collection and reopened their newly renovated Bond Street store.

Salva

Salva

Salva

PRADA

From Mario Prada’s gallery shop to today’s world-class Miuccia luxury made-to-order Italian fashion group. Read the story and anecdotes of the Prada brand.

Index

  1. From the Origins to 2000s
    1. The Origins
    2. Miuccia: The Rebellious and Ingenious
    3. The Eighties: Nylon and American Success
    4. The Return to Milan
    5. The Nineties: The Foundation and the Big Acquisitions
    6. The Epicenter Project
  2. From 2000 to 2005
    1. A New Venue for Collections
    2. The 2000 Budget
    3. Acquisitions of 2001
    4. The Epicenter of New York
    5. Financial Situation in 2002
    6. Prada Point to Japan: The Epicenter of Tokyo
    7. The Epicenter of Los Angeles
    8. Departures and the Launch of the First Perfume
  3. From 2005 to 2010
    1. Short Film’s
      1. Trembled Blossoms
      2. Fallen Shadows
    2. Prada and Contemporary Art
    3. The Waist Down Show
    4. Prada Transformer
    5. The America’s Cup
    6. Fondazione Prada
  4. From 2011 to Today
    1. Fondazione Prada in Venice
    2. The “24 Hour Museum” Project
    3. The Exhibition “Impossible Conversations”
    4. Prada “The Great Gatsby”
    5. The Prada Gallery and Journal Projects
    6. Two New Short Film’s
      1. A Theraphy
      2. Cavalcanti Castle
    7. Acquisitions of 2014
    8. Pradasphere
    9. Marchesi Pasteries
    10. The Restoration of the Last Supper by Giorgio Vasari 
    11. The Past Forward Project
    12. Prada Opens Observatory
    13. The Shaping Conference at Creative Future

From the Origins to 2000s

The Origins

Mame Fashion Dictionary: Prada Van For Deliveries 1918
Van For Deliveries 1918

The origins of Prada begin in 1913 when Mario Prada, Milanese luxury craftsman, opened a shop at Galleria Vittorio II in Milan.

Prada is innovative in the field of travel goods, accessories, and luxury goods. The branded uses refined materials, high quality craftsmanship and state of the art design for its products. The brand has quickly become a point of reference for leather accessories and items precious from all over the world.

Thanks to the quality of its creations, Prada meets the demand of the most demanding, experienced clients of the international market, and of high society. In 1919 Mario became an official supplier of the Real Casa d’Italia, obtaining the right to include the coat of arms and the Sabaudi knots in his own brand. (Source: “Prada”, edition 2009, Prada Arte project).

On the other hand, Mario Prada ideas made it clear, his goal was to:

“Collapse the shortage of objects that participated in the adventure of stylism, but with detachment; They were fashionable, and unable to go fashionable in the course of a season.”

Miuccia: The Rebellious and Ingenious

Mame Fashion Dictionary: Portrait of Miuccia Prada
Portrait of Miuccia Prada

Mario’s granddaughter, Miuccia Prada, is an ex-jury of the good bourgeoisie, a sixty-year-old passionate about theater and mime, enrolled at the Small Theater School and the Udi (Union of Italian Women) of the Communist Party.

In 1978 Miucca became part of the family business. Together with her partner and husband, Patrizio Bertelli, they transformed the brand into a world-class luxury goods Made in Italy business. After Miucca took over, the brand begins to compete with Louis Vuitton, Chanel, Hermès, Gucci.

The company becomes highly industrial, and at the end of 1997 Prada can rely on:

  • 8 establishments with 1184 direct employees;
  • 119 single-store shops, of which 94 are directly controlled;
  • A total turnover of 1,147,202 billion lire.

The stages of this ascent to the top of international fashion are marked by Miuccia’s creative intuitions and Patrizio Bertelli’s clever business strategies and communication.

The Eighties: Nylon and American Success

Mame Fashion Dictionary: Prada Nylon Shopping Bag 1978 By: Albert Watson
Prada Nylon Shopping Bag 1978 By: Albert Watson

In the early 1980s, Nylon handbags arrived in a patented material, Pocono, originally used for military parachutes. Bags are identified by the iconic logo: an inverted metal triangle inspired by the closure of Mario Prada’s trunks, which soon become objects of worship. In 1979 the first shoe collection was launched.

In 1983 he opened the first Green Store in Milan, designed by architect Roberto Baciocchi. It is characterized by a particular shade of light green that will soon be recognized worldwide as Green Prada. From this moment on, Prada opens a network of Green Stores all over the world, the color remaining so unique. (Source: “Prada“, edition 2009, Prada Arte project).

In 1988 the big jump in women’s clothing took place. The decade of the most spectacular hedonism and consumerism of the century. Opposed to “minimalism”, Prada’s fashion is actually the conceptual elaboration and aesthetic disorder of our time, but without any abstraction.

The return to Milan

Prada is Miucca, a bourgeois and schismatic girl who has become a character, with her stage in New York. She turns naked legs even at 10 degrees below zero, wears woolen socks with sandals, and wears a second-long chiffon skirt over rough tweed, which invented her wind-jacketed jackets.

Only after becoming a “case” in the United States and the Anglo-Saxon press, the Prada-Bertelli reported collections on the Milanese catwalks. The Italian journalists who, before the American trip, left empty whole files of the fashion shows in Melzi d’Eril , are left outside the door of the new Via Maffei.

There is a scandal in print, with accusations of censorship. But, the name Prada becomes popular far beyond the fashion world. Also, because the couple follows the common passion for contemporary art, and become collectors to patrons.

The Nineties: The Foundation and the Big Acquisitions

  • 1993: Prada Foundation was founded, followed by the first exhibitions: Eliseo Mattiacci and Nino Franchina. In the same year the Men’s line and Miu Miu, the independent brand created specifically for Miuccia, were created.
  • 1995: The Prada Foundation, a Milan art space, hosts artists such as Anish Kapoor, Michael Heizer, Louise Bourgeois, Dan Flavin, Laurie Anderson, Sam Taylor Wood, Mariko Mori.
  • 1997: Patricia Bertelli, a sailor expert, decides to sponsor and take part in the 2000 America’s Cup in New Zealand.

The choice is to support the new line Prada Sport, a research laboratory for new materials, forms, and behaviors.

  • June 1998: Prada becomes an important shareholder of Gucci, and listed on the New York Stock Exchange. However, in January 1999, with 34.4% of Gucci by the French group, LVMH (Louis Vuitton Moet Hennessy), Prada surrenders its shares to Bernard Arnault. In six months the brand achieved a surplus of 192 billion Lire to invest in the increasingly international brand development.

In the following years:

  • The purchase of the majority of Helmut Lang;
  • Participation in De Rigo (glasses);
  • A minority stake in Church’s, English shoes;
  • Then the big hit, the purchase of Jil Sander (75 percent of ordinary shares and 15 of those listed on the Stock Exchange);
  • Finally the winning public offering of the Church’s majority and the alliance with Bernard Arnault and his Lunch for the holding of the Fendi brand. It is the end of August 1999.

The Epicenter Project.

In 1999, the brand inaugurated a unique project in collaboration with AMO, the think-tank of Office for Metropolitan Architecture (OMA) and the architect Rem Koolhaas. Miuccia Prada and Patrizio Bertelli entrust AMO with the task of analyzing world shopping trends, conceptualizing new products and applying their findings to new types of stores. Thus, the project of three Epicenter projects, designed outside the type of Green Store, is designed to become a true experimental laboratory.

Strong with an identity that transcends the simple brand, the company continues to affirm its originality in new and unexpected ways. He is among the first to collaborate with visionary architects such as Rem Koolhaas and Herzog & de Meuron, winners of the prestigious Pritzker Prize. The Epicenter of New York, Tokyo and Los Angeles, so different from the classic concept of the store, are the result of A careful analysis of the dynamics of the market in contemporary society and of revolutionary architectural innovation. In these boutiques are exposed luxury goods that are the result of extraordinary technology and design, alongside a multitude of exclusive activities and events. (Source: “Prada”, edition 2009, Prada Arte project)

From 2000 to 2005

A New Venue for Collections

At the beginning of the year, the company is recognized by Interbrand among the 100 most important brands in the world. Starting in 2000, Prada presents its collections in Fogazzaro Street, Milan, in a former industrial establishment. The building, renovated for this purpose, is constantly being reconfigured, giving rise to new architectural environments. In order to enhance the concept of collections, in fact, unique movies, videos and sound settings are projected. (Source: “Prada“, 2009 edition, Prada Arte project)

A joint venture with LVMH, called Lvp Holding Bv, is formed in July for the acquisition of 51% of Fendi’s ordinary shares. In October, the acquisition of 100% of Azzedine Alaia’s shares will take place. The Eyewear and Beauty collections debut.

The 2000 Budget

Consolidated sales grew 56.6% compared to 1999. Gross margin increased by 49.8%. Net income was down 184 billion lire (-42.7%). However, the 1999 figure is influenced by the gain on the sale of Gucci shares to the LVMH, net of which the profits would be 134 billion.

The debt remains high, but it is not due to financial mismanagement, but from the many acquisitions carried out in 1999 and 2000: Church’s, Helmut Lang, Jil Sander, Fendi (joint venture with LVMH) and Azzedine Alaia. Significant ratio of net debt to net equity improved in 2000, thanks to Prada Holding’s capital increase of €260 million.

The budget of the Jil Sander House, which accounts for 10% of total turnover, showed a turnover of €134.8 million. The markets with the largest competitive presence is Germany and American. In Italy, the brand is present in Milan, with a showroom in Piazza Castello.

Acquisitions of 2001.

  • February: Acquisition of 70% Santacroce.
  • April: Acquisition of 51% of the company Car Shoe, a brand created and patented in 1962 by the Lombard artisan Gianni Mostile, shoe manufacturer for motorcycle enthusiasts. The value of the operation was not known.
  • July: Acquisition of 70% of Genny, a Marche company led by Donatella Girombelli. Rumors add up to $100 billion to $120 billion in sales, a figure that must be taken out of the high debt.
  • November: Agreement with LVMH for the sale of 50% of the Prada Group’s holding in Lvp Holding BV (holding Fendi’s shares owned by LVMH and Prada) for a value of €295 million. Prada and LVMH had purchased 51% of Fendi in 1999, paying $425 million. The figure serves to lower the indebtedness of the Italian Group.

The Epicenter of New York

After three years of research, Prada opens the first Epicenter in New York, at Broadway’s Guggenheim Museum SoHo. Rem Koolhaas and OMA create a scenic spectacular design of a wooden wave linking the ground floor to the bottom. With suspended and motorized hanger cages that move along a network of ceiling mounted rails, and a real stage that Gets out of the wave to host special events. The project has an immediate success and remains one of the most prominent contemporary Prada stores worldwide.

Mame Fashion Dictionary: Prada 2001 Epicenter of New York
2001 Epicenter of New York

One of the most important features of the New York Center is the northern wall that extends for a whole block, reaching the length of sixty meters. From the earliest designs, OMA conceived the wall as a kind of canvas on which to apply temporary wallpaper. Prada and New York Design Studio 2 × 4 have created different wallpaper to produce ever-newer content. Almost at the same time as the opening of the New York Center, Prada started designing the second Epicenter, located in Tokyo, with the Swiss architects Herzog & de Meuron. (Source: “Prada”, 2009 edition, Prada Arte project)

The long-awaited listing on the Milan Stock Exchange is postponed due to the unfavorable time. The multiple acquisitions made in recent years have exacerbated the debtor situation of the Group, which, in order to face it, is considering issuing. It paves the €700 million bond in favor of Prada. The demand from investors was five times higher than the availability. The €700 million will be used: 300 for capital increase and 400 for repayment of debts.

Financial situation in 2002

  • March: Debut in Moscow, in the central Tretyakov Passage, the first single-member in Russia. Group Partner is Mercury Distribution.
  • June: A joint venture was established with the Puig group for the creation and distribution of perfumes and cosmetics marked by the Prada brand. With the purchase of the remaining 25% of Jil Sander, Prada has total control of the German brand.
  • August:. The remaining 24.29% of Genny Spa is found. The Genny and Byblos brands, to which Ozium is added, are present in the high-end prêt-à-porter and in other product lines including leather goods, glasses, and perfumes through contracts License.
  • September: Fabio Zambernardi is the design director of the Prada and Miu Miu brands for clothing, footwear, and accessories lines. The limited edition GTS Chrono-Automatic IWC for Prada watch is launched.

Prada and Miu Miu’s direct sales outlets total 160. Group revenues amounted to €1.57 billion. The business volume has maintained a balanced geographical distribution: 26% Italy, 25% rest of Europe, 23% North America and 26% Japan and Asia-Pacific area. Historical brands Prada and Miu Miu contributed 83% of total revenues. Consolidated net income is €27 million.

Prada points to Japan: The Epicenter of Tokyo

  • March: An agreement was reached for the distribution of Prada glasses with the company Avante-Garde Optics (Luxottica Group) in the USA, Canada, and Puerto Rico. Bertelli announces Group plans for the year. Investments will fall from €130 million in 2002 to €100 million, and will be channeled mainly in the relaunch of younger brands.

Debut a new flagship store in the Ginza district of Tokyo. The third in the Land of the Levant. For the occasion, Prada has produced a Limited Edition Series (2000 copies) exclusively for the Japanese market.

The new Epicenter Prada debuted in Tokyo, designed by architects Herzog & de Meuron. The six-story building, located in the Aoyama district, is one of the city’s most recognizable architectural works. The green glass façade protrudes from a diagonal grid that forms the structure, while it houses commercial areas, lounges and spaces for events. (Source: “Prada”, edition 2009, Prada Arte project).

Mame Fashion Dictionary: Prada 2003 Debut of Prada Epicenter in Tokyo
2003 Debut of Prada Epicenter in Tokyo
  • July: A ten-year license agreement with Luxottica Group, a world leader in the optical industry, for the production and distribution of sunglasses and watches with the brands Prada and Miu Miu, begins. The deal contemplates the acquisition by Luxottica of the 100% production and distribution companies of the Prada Group, for a total value of €26.5 million.

The Epicenter of Los Angeles

In 2004, it opens the flagship store of Hong Kong. Miuccia receives New York’s International Award from Cfda.

After the success of the New York Center, OMA plans a new space on the historic Rodeo Drive in Beverly Hills. In some respects, the new project is the reverse of New York: a wave rises from the road level, rises to the second floor and goes down again. The facade is made up of a single aluminum plate. Many of the inner walls are made up of a special resin sponge that gives an unusual ‘porous’ appearance to the spaces. (Source: “Prada”, 2009 edition, Prada Arte project)

Mame Fashion Dictionary: 2004 Debut of Prada Center in Los Angeles
2004 Debut of Prada Center in Los Angeles

In the same year, the brand expanded its activities by sponsoring Luna Rossa, a sailboat participating in the America’s Cup, and the consequent introduction of the ad hoc technical clothing line the following year.

In April, an agreement was reached with Aedes. This will give rise to Real Estate International, which acquires Prada Group real estate assets for an estimated value of about €100 million and with a capital gain of €30 million of Prada.

Meanwhile, Helmut Lang’s acquisition is completed. The brand headquarters in New York are moved to Milan, while opting for the suspension of Genny’s clothing line, acquired three years earlier.

Departures and the Launch of the First Perfume

In 2005, Simonetta Ciampi was appointed design director for bags and accessories. In the following period, the Prada Group became lighter. With the sale of Helmut Lang, Jil Sander (2006) and Azzedine Alaïa, which returned to 100% in the hands of the Franco-Tunisian designer, while investors entered Banca Intesa, a 5% stake. This involves the incorporation of the Lamos shoe factory and in conjunction with the announcement of the start of the auction.

Also in 2005, for launching the first female fragrance, Miuccia Prada invites filmmaker Ridley Scott, and her daughter Jordan, to collaborate on the production of a short film. To represent the complexity of the feminine essence, Jordan chooses an ancient 1st-century poem entitled “Thunder Perfect Mind”, which illustrates the countless facets of the female psyche. “Thunder Perfect Mind” is shot by father and daughter in Berlin, and has Daria Werbowy, protagonist of the different female roles of wife, virgin, mother, daughter, and lover. (Source: “Prada”, 2009 edition, Prada Arte project)

From 2005 to 2010

Short Film’s

In March 2007, Prada launched Prada Phone by LG, the first fully mobile touch screen phone. More than a million pieces sold in 18 months of presence on the market. The process of asset optimization gives its fruit: Prada S.p.A. Closes 2007 with record profit of €127 million, up 65.8% over the previous year.

Trembled Blossoms

At the beginning of 2008, during the New York Fashion Week, Trembled Blossoms is presented. In line with Prada’s creative process, Tremclothing, bags, and packaging. The Trembled Blossoms movie is presentedbled Blossoms is born out of contradictory ideas. The interweaving of Miuccia Prada’s many inspirations, ranging from Art Nouveau to Hieronymus Bosch’s paintings, are perfectly restored by surreal designs by artist James Jean, which stimulate the creation of wallpaper, animated shorts, printed fabrics,  at the New York Center in the fall of 2007, accompanied by a live performance by the Coco Rosie group, which made up the soundtrack of the film.

The film is subsequently screened during a series of exclusive events in the Epicenter of Los Angeles and Tokyo. (Source: “Prada”, edition 2009, Prada Arte project).

Fallen Shadows

An animated short film, entitled Fallen Shadows and directed by James Lima. Inspired by the collection by Steven Maisel in the campaign with Linda Evangelista, features an innovative technique of overlapping digital and traditional images: a hand-painted backdrop makes the background a new generation animation created entirely on the computer. (Source: “Prada”, edition 2009, Prada Arte project).

Prada and Contemporary Art

The Waist Down Show

Mame Fashion Dictionary: The Layout of the Waist Down exhibition
The Layout of the Waist Down exhibition

Among the projects for art, Waist Down, is an itinerant exhibition that collects and exhibits the most original and significant models of skirts created by Prada from 1988 to today. The show is conceived by Prada and AMO as a modified event from time to time based on the exhibition space intended to accommodate it. The inauguration of the exhibition takes place in 2004 at the Tokyo Interstate, the second location is the famous Peace Hotel in Shanghai.

In 2006, Waist Down moved to New York City Center in SoHo to continue at the Los Angeles Downtown in Beverly Hills and finish with the inaugural installation of the Prada Transformer in Seoul. Each evolution interprets and conforms to the different exhibition spaces, mixing activities and features of the event with the culture of the host city. With Tokyo in 2004, Shanghai in 2005, New York and Los Angeles in 2006, and Seoul in 2009. (Source: “Prada”, edition 2009, Prada Arte project).

Mame Fashion Dictionary: The Waist Down show
The Waist Down show

Prada Transformer

Subsequently, the Prada Transformer project is an installation housed for six months next to the historic Gyeonghigung Palace in downtown Seoul, capital of South Korea. It will combine several disciplines within a single building, gathering the various facets of Prada while respecting its autonomy and uniqueness.

Designed by Prada, in collaboration with architect Rem Koolhaas, tetrahedron has been conceived to host four events dedicated to art, cinema, fashion, and the world of culture. Each event has a distinct planimetry: hexagonal, rectangular, cruciform, and circular. Compared to any typical exhibition space that suits everything, the Transformer literally overturns, adapting its appearance to the features of each event.

Mame Fashion Dictionary: The Prada Transformer Project in South Korea
The Prada Transformer Project in South Korea

In recognition of the cultural value of this cutting-edge project, the President of the Italian Republic Giorgio Napolitano wanted to include the Transformer on his state trip to Korea. This is the only case in the history of the Republic, where a private building is included in the program of the official visit of the Head of State.

The America’s Cup

Mame Fashion Dictionary: "Luna Rossa" the Prada Catamaran
“Luna Rossa” the Prada Catamaran

The Prada Group’s horizons transcend the boundaries of fashion: art, architecture, cinema, culture. Also, major challenges such as the America’s Cup are an integral part of the core values of the brand. Passionate and competent sailor, in 1997 Patrizio Bertelli launched an Italian challenge to America’s Cup, the most important sailing international competition. The ‘Red Moon’ boat wins the Louis Vuitton Cup, the Challenger selections for the 2000 America’s Cup, thus winning the right to challenge the New Zealand defender, which will then be defeated in a fierce final. But ‘Luna Rossa’ will remain a national phenomenon, an icon that has written one of the most important pages in the history of Italian sports. Never before had a sailing event been so followed in Italy.

Fondazione Prada

Mame Fashion Dictionary: Prada Foundation Milan Across Isarco 2
Prada Foundation Milan Across Isarco 2

A few months later, the new Prada Foundation in Milan, curated by Rem Koolhaas, opens to the public in May 2015. An area of 17,500 square meters in an industrial complex of the early twentieth century. In the field of art and culture, the Foundation is considered a true reference world-wide. The attention and interest of Miuccia and Maurizio Bertelli for the contemporary art world lead to the decision to open a space where presenting exhibitions realized in full collaboration with Italian and international artists.

“Prada Foundation is an initiative that aims to receive and retransmit the deepest mental provocations of the art of our time.” Miuccia Prada.

Over the years, the Prada Foundation has explored several research subjects, opening up to issues related to areas such as architecture, philosophy, science, design, and cinema.

From 2011 to Today

Fondazione Prada in Venice

Starting June 2, 2011, the Foundation opened a new exhibition space Ca ‘Corner della Regina”. A prestigious eighteenth-century building overlooking the Grand Canal in Venice, after an important conservation restoration intervention. This impressive historic building, which was made available by the Venice Civic Museum Foundation for 6-12 years, has inaugurated a complex and articulated exhibition that reflects the multifaceted activity of the Foundation.

Mame Fashion Dictionary: Prada Foundation in "Corner of the Queen in Venice"
Prada Foundation in “Corner of the Queen in Venice”

As of June 24, 2011, the Group placed 20% of its shares on the Hong Kong Stock Exchange, recording an initial valorization of the company at €9.2 billion, with the offer covered 3.5 times the available shares.

The “24 Hour Museum” Project

Mame Fashion Dictionary: Prada "24 Hour Museum" Project
Prada “24 Hour Museum” Project

In 2012, Prada launches the “24 Hour Museum” project, conceived by Francesco Vezzoli, in collaboration with Rem Koolhaas’s AMO study. The installation for the “24 Hour Museum” has proposed three distinct moments, each inspired by a particular type of museum space: historical, contemporary, and forgotten. In the three areas, Francesco Vezzoli has imagined a “museum that is not there.” Where he exhibited his homage to the eternal feminine, and the interpretation of classical sculptures that allude a contemporary feel.

In the tradition of collaboration with artists and multiple approaches to the creative process, Prada intervenes to create a new project of linguistic and visual experimentation. The whole exhibition lasts 24 hours, a stage for a great party Baroque.

The Exhibition “Impossible Conversations”

Also in 2012, the Costume Institute, the Metropolitan Museum of Art, hosts the exhibition Schiaparelli and Prada: Impossible Conversations. From May 10 to August 19, 2012 (preceded on May 7 by the Gala Benefit Event), the exhibition explored the unexpected affinities between the two Italian stylists belonging to different epochs.

Taking inspiration from Miguel Covarrubias’s “Interview impossible” for Vanity Fair in the 1930s, curators Harold Koda and Andrew Bolton gave rise to unreal conversations between these two women. Suggesting, new keys to reading their innovative work.

Elsa Schiaparelli’s and Miuccia Prada’s icons are presented in galleries. Along with 8 videos that simulate a series of conversations between the two stylists directed by Baz Luhrmann to illustrate how in their work they have explored similar themes through very different approaches.

Prada for “The Great Gatsby”

Mame Fashion Dictionary: Catherine Martin and Miuccia Prada for The Great Gatsby
Catherine Martin and Miuccia Prada for The Great Gatsby

In 2013, Miuccia Prada collaborated with costume designer, Catherine Martin, to create a collection of over 40 exclusive evening cocktail dresses by Miu Miu and Prada for “The Great Gatsby” by Baz Luhrmann. A special show of selected costumes was exhibited at the New York Center from May 1 to May 12, then moved to the Tokyo Expo Center from June 14 to June 30, and finally moved to the IFC Mall in Shanghai from 11 to 21 September 2013.

The show, “Catherine Martin and Miuccia Prada Dress Gatsby”, combines evening dresses, hats, footwear, and jewelry with sketches, scene photos, backstage footage, and movie trailer. Also, mannequins wore the looks of each character accompanied by video from both the film and behind the scenes. Curated by New York’s 2 × 4 studio, the show was designed to change at each stage in order to reflect the unique features of each city that hosted it.

The Prada Gallery and Journal Projects

In 2013 Prada acquires an entire sky-earth portion of a property in Galleria Vittorio Emanuele II overlooking the Ottagono and overlooking the historic store dedicated to female collections.

The project “The new Prada Gallery” is being developed in several phases. The first one sees the opening in 2013 of the new Prada Man shop on the ground floor of the palace. The spaces are entirely restored according to the aesthetic and architectural apts of the historic store of 1913.

The next phases of the project include the opening of a dining area on the mezzanine floor and the opening of exhibition spaces devoted to the Prada Foundation.

Mame Fashion Dictionary: Galleria Vittorio Emanuele II After Restoration
Galleria Vittorio Emanuele II After Restoration

Also, in 2013 is the launch of Prada Journal, a literary competition in collaboration with Giangiacomo Feltrinelli Editore and Luxottica. The literary competition also arises from the curiosity of exploring innovative languages ​​through forms of expression that converge on the written word, creating an independent platform of interest and an unusual editorial search reserve. Prada Journal had two more editions in 2014 and 2015.

Two New Short Film’s

A Theraphy

In 2013, Prada presents Cannes’s short film “A Theraphy”, written and directed by Roman Polanski, starring Ben Kingsley and Helena Bonham Carter. The author of The Pianist and Carnage has imagined a somewhat weird psychoanalytic sitting where Tim Burton’s wife interprets a rich and bored lady, gripped, while Kingsley is her analyst.

Cavalcanti Castle

In 2014 another film collaboration: an 8-minute short film directed by critically acclaimed American director, Wes Anderson. Cavalcanti Castle is perfectly located in Anderson’s authoritative universe, only this time in Italy. It’s September 1955, and Jason Schwartzman just went to slam with his racing car against a statue of Jesus. The result is a popular story about cases of fate in a typical ‘Andersonian’ style.

Close to its first centenary, is a holding company employing more than 7800 employees and distributing its products through a network of 353 stores in more than 70 countries.

Acquisitions of 2014

In March, Prada SpA announces the acquisition of 80% of Angelo Marchesi Srl, owner of the Milanese pastry factory founded in 1824. The same year is the acquisition of the historic tannery Mégisserie Hervy at Isle, near Limoges. The acquisition was carried out jointly with Conceria Superior SpA of Santa Croce, a long-time industrial partner of the Prada Group. The aim of the operation is to ensure the recovery and revival of a productive structure which is an example of excellence in the tannin tradition of lamb skins and in particular of “plongé” tassels, with the aim of preserving its precious craft know-how.

Pradasphere

Mame Fashion Dictionary: Pradasphere in Hong Kong
Pradasphere in Hong Kong

Also in 2014, the launch of the Pradasphere project, an exhibition dedicated to the Prada brand and curated by the 2 × 4 studio in New York. The first edition is hosted by Harrods in London for a month. The exhibition follows the multifaceted obsession of the brand through fashion, art, architecture, cinema, sports and more, forty showcases, a pop-up store, video installations, and the elegant Marchesi pastry shop. The second edition of Pradasphere took place in Hong Kong, in a space specially created for the occasion.

Marchesi Pastries

After the acquisition of Angelo Marchesi Srl, in September 2015 Pasticceria Marchesi presents at the space, via Monte Napoleone 9. This is the first place after the opening of the historic Milanese coffee. Marchesi Monte Napoleone remains faithful to its style and its impeccable quality, offering a wider range of products. Designed by architect Roberto Baciocchi, the new shop extends over an area of ​​120 square meters and the interiors reinterpret the atmosphere and charm of Via Santa Maria at Porta 11 / a.

Mame Fashion Dictionary: Marchesi Pastry Shop on via Monte Napoleone 9
Marchesi Pastry Shop on via Monte Napoleone 9

Within a year, Pasticceria Marchesi opened a third shop in the heart of Milan, within the emblematic Galleria Vittorio Emanuele II, a symbol of the city. At the new space, located on the mezzanine floor of the building that houses Prada Man. You can access via stairs or elevators from both Galleria Vittorio Emanuele II and the Prada store. The new Marchesi space is spread over an area of ​​250 square meters and reinterprets the atmosphere and fascination of the historic shop of Via Santa Maria alla Porta. Located in a charming setting marked by numerous arch windows, overlooking the beautiful frescoes and precious floors to the mosaic of the Gallery.

The Restoration of the Last Supper by Giorgio Vasari

Mame Fashion Dictionary: The Last Supper by Giorgio Vasari
The Last Supper by Giorgio Vasari

On November 4, 2016, Giorgio Vasari’s restored the masterpiece in Santa Croce, fifty years after the Flood. Thanks to the commitment of Opificio delle Pietre Dure and the contribution of Prada, Getty Foundation, and Civil Protection. The ceremony takes place in the presence of the President of the Italian Republic Sergio Mattarella and Patrizio Bertelli, Managing Director of the Prada Group, Irene Sanesi, President of the Opera of Santa Croce, Marco Ciatti, Director of the Dure Stone Store, and Antoine Wilmering, Getty Foundation Senior Program Officer.

Giorgio Vasari’s Last Supper, which water and mud swept through this museum’s hall on November 4, 1966, has been preserved for decades in a Superintendency depot along with many other flooded works. After fifty years, thanks to new technologies, the restoration and the painting have been relocated to the Cenacolo. Thanks to the new technology, the Structure of Pietre Dure and the support of Prada, Getty Foundation and Civil Protection to make this possible. The Return of the Last Supper to Santa Croce is a virtuous example of patronage that has seen together in more than ten years. Thanks to Prada, who made it possible to intervene on the painting, the Getty Foundation for wooden support, and Civil Protection who allowed studies and surveys.

The Past Forward Project

Past Forward is a multi-platform film project born in 2016 by the collaboration between Miuccia Prada and US director and screenwriter, David O. Russell. Acclaimed for films such as American Hustle, The Fighter, and The Positive Side. Russell has imagined Past Forward as a dreamy, surreal, and silent landscape with an eclectic cast that re-plays scenes in variable combinations. The result is an unreliable story, a parallax view in which scenes, characters, costumes, genres, and even multiple endings, repeat and turn away. Rejecting the logic of conventional fiction. Russell represents his characters as elements of a complex collage, leaving the spectator the task of decoding what experience, memory, dream, and understanding overlap and differences between them.

Prada Opens Observatory

Mame Fashion Dictionary: Prada Foundation Opens Observatory
Prada Foundation Opens Observatory

In December 2016, the Prada Foundation opens Osservatorio, a new exhibition space dedicated to photography and visual languages. Located at Galleria Vittorio Emanuele II in Milan. Observatory is a place of exploration and investigation of the trends and expressions of contemporary photography. The constant evolution of the medium and its connections with other creative disciplines and realities. In a historical moment, in which photography is an integral part of the global digital communication flow, the Prada Foundation, through Osservatorio’s activities, questions the cultural and social implications of current photographic production and its reception. It extends the repertoire of modes and tools with which the Foundation interprets and relies on the present.

Located on the fifth and sixth floor of one of the central buildings, the Osservatorio is above the octagonal, at the level of the glass and iron dome covering the Gallery created by Giuseppe Mengoni between 1865 and 1867. The environments, rebuilt in After World War II following the bombings that struck the center of Milan in 1943, they underwent a restoration that made available an 800 m2 exhibition space developed on two levels.

The Shaping Conference at Creative Future

In March 2017, the Prada Group presented to Milan “Shaping to Creative Future”, a conference organized in collaboration with the Yale School of Management and the Politecnico of Milan School of Management. The event explored new possible connections between sustainability and innovation. This led to a confrontation between entrepreneurship, culture, and the international academic world. During the first day, at the Prada Foundation, teachers from both universities met with representatives of companies and associations to work out a critical perspective that was the focus of discussion on the next day. The following day, at Prada’s headquarters, entrepreneurial personalities, and spokespersons of international organizations met at a plenary conference, enriching the debate with inspirational insights and personal experiences.

Salva

MISSONI

Missoni is a luxury Italian fashion house known for their colorful knitwear. The company was founded by couple, Ottavio (“Tai”) and Rosita Missoni, in 1953. Read more to discover the couple built a multi-million dollar luxury business.

Index

  1. The Origin
  2. Missoni Style
  3. Recognitions
  4. The Next Generation
  5. Brand Expansion
  6. Missoni Celebrates 50 Years

The Origin

The company was founded by Ottavio (Tai) Missoni (1921) and his wife Rosita Jelmini (1931) in 1953, also the year they got married. They met in London during the 1948 Olympics. Ottavio was the Italian 400-meter running champion in 1938, world student champion in Vienna, and a finalist in the 400 meter hurdles. He also had a small firm in Trieste that produced tracksuits. The tiny Rosita, was young, but determined, and came with fashion experience gained. She gained this experience from her family’s firm, which produced shawls and linens for the home. The couple began with a small workshop in the basement of their home in Gallarate.

Mame Fashion Dictionary: Missoni Ottavio and Rosita on the day of their Wedding April 18, 1953
Ottavio and Rosita on the day of their Wedding April 18, 1953

Their first client was the Biki boutique in Milan and then, in 1958, La Rinascente. Anna Piaggi was the first person to cite them in the press (Arianna, 1965), which also gave them their first cover in 1967. The first runway show, a collaboration with Emmanuelle Khanh, came in 1966. In 1967, they debuted at the Palazzo Pitti in Florence, with a preview of the nude look. In 1969, they built the factory at Sumirago, with their house attached. Although, it was still a house and workshop, their success was by then worldwide. In 1970, Bloomingdale’s opened a Missoni corner in their New York headquarters.

Mame Fashion Dictionary: Missoni Nude Look Runway Show at Palazzo Pitti in 1969
Missoni Nude Look Runway Show at Palazzo Pitti in 1969

Missoni Style

The same year marked the invention of the “put-together” look, a free casual mixture and juxtaposition of stitches and designs. This became the distinctive feature of the Missoni style. Also, mixed with patchwork, colored stripes, and the black-and-white and rainbow “flame motif.” These were followed by Greek key motifs, grids, Scottish checks, folklore designs, and especially abstract African designs.

Mame Fashion Dictionary: Missoni Fabrics Displayed at MISSION ART COLOUR Exhibition
Fabrics Displayed at MISSION ART COLOUR Exhibition

Materials included knitwear, furs, felts, tweeds, and elasticized fabrics. The variable thickness, textures, technical inventions, and color combinations of the yearn link to abstract and informal art. Decorative elements were taken from Anglo-Saxon applied art, a careful evolution of forms, and above all freedom and joyful creativity. These are the elements that have turned Missoni into a way of life, and their garments loved objects. All their garments are flattering in shape, color, and substance.

Recognitions

Womens Wear Daily listed them among their top 20 Fashion Powers, and Vogue America among the top 10 European designers with the greatest influence on international clothing trends. In 1972, The New York Times wrote:

“Missoni makes the best knitwear in the world and, according to some people, the most beautiful fashions in the world.”

In 1973, Missoni was awarded the Neiman Marcus Award. It was the first in a long series of recognitions: The Tony Award in 1976; the Premio Italia in 1986; and the Pitti Immagine in 1994. Rosita received the International Design Award in New York; Ottavio was made a Cavaliere del Lavoro in 1993, received the Pitti Immagine award in 1994, followed by the Honorary Royal Designer for Industry honor in 1997 in London. Towards the mid-1970s, they added furnishing fabrics and household linen to their collections of knitwear, accessories and jewelry. Ottavio began to display his tapestries in art galleries, first in Venice and then throughout the rest of the world.

Mame Fashion Dictionary: Missoni Ottavio Portrait in Office
Ottavio Missoni Portrait in Office

In 1976, the first boutique was opened in Milan: 5 more followed in Italy, 2 in Paris, 3 in Germany, 3 in Japan, another 5 in the Far East, and 1 in New York.

Missoni in the Arts

Ottavio, who always wears a sweater, is listed among the ten most elegant men in the world. Also, a flower and a star were named after Rosita. They were a highly viewed couple in the fashion world.

25 years of their work was celebrated, in 1978, at the Rotanda della Besana in Milan, with a retrospective that moved to the Whitney Museum of American Art in New York two years later. In 1994, in Florence and later in Milan, the Missoni world was described in the exhibition, Missonologia. In 1995, Gallarate celebrated with the exhibition, The Ottavio and Rosita Story. In 1996, there were two exhibitions in Japan: at the Sazon Museum of Art and at the Nagoya City Museum. Missoni creations feature in the permanent collections of the MoMA in New York, the Dallas Museum of Art, and the Museum of Costume in Bath. The Missoni pair have also designed costumes for the opera (Lucia di Lammermoor at La Scala in Milan, 1983) and for ballet (David Parsons Dance Company, 1994).

The Next Generation

In 1997, the first all-fabric collection was created, produced and distributed by Staff International. In 1998, Missoni M was presented for men and women, in collaboration with the Marzotto Group. In the same year, the Missoni company acquired a new headquarters, a 6-storey building in Via Durini, Milan. Rosita and Tai moved there with their children, to whom they passed on the firm in 1997, at the peak of a series of new successes, feted by the press and consumers for their exemplary faithfulness to their own style.

Mame Fashion Dictionary: Missoni Family Portrait
Family Portrait

Angela (1958) became art director, responsible for style; Vittorio (1954) commercial director; and Luca (1954) technical director. Nine grandchildren make up the Missoni tribe, guaranteeing the future of the firm. And so the tradition continues, with strong family connotations and an artistic-artisanal character, which, despite its vast expansion and international success, has made the name of Missoni so loved, and not just in the worlds of fashion and culture.

In 2000 Luca Missoni presented his first menswear collection for winter 2001-2002. Knitwear is reinterpreted with superimposed graphics, stripes, zigzags that look like brushstrokes, and flame motifs. It was the fruit of continual research into textiles, stitches, weaves, and patterns that has always been a part of the history of Missoni and of fashion itself. The collection played on the contrast between dry, plain fabrics, and soft silks and luminous knits. For Spring-Summer 2002, faded colors, pierced cotton piquet, very light cashmeres.

Brand Expansion

Later, in December of 2001, the Missoni Sport shoe collection would officially be produced and distributed by Big Time. The license is worth more than €13 million. As for the rest of the production, Missoni announced,

“We will not create any more licenses. From 2002, we will produce and distribute the Missoni Sport line ourselves.”

Powerful investments were made in a 2,500 square-meter space near Samirago, dedicated entirely to the Sport line. The shops and corner spaces were also restructured. Within the brand, the search for new types of fabric and knitting techniques continued. The white, beige, and gray flame motif remained popular.

Mame Fashion Dictionary: Missoni Fabrics
Popular Missoni Fabrics

In January 2003, after approximately 20 years of collaboration with Seibu, the company changed its Japanese distributor for its primary line. It signed a five-year distribution agreement with Kashiyama Onward, one of the largest textile industrials. Japan represents a market worth roughly €15 million and 25% of the brand’s business. The Missoni company closed 2002 with a turnover of about €130 million, which about €62 millions were made from its primary line. Also, new for 2003, celebrations for the company’s fiftieth anniversary, marked by two exhibitions, one in Milan and the other in Tokyo. Also, the opening of a new 70 square-meter boutique inside Harrods in London.

In April 2003 the new showroom was opened in Via Solferino in Milan. The building was an umbrella factory in the late nineteenth century, it is situated at the end of a courtyard in the historic center. Vittorio Missoni explained that the location is perfect, not just to present the different lines but also for shows, exhibitions, and other types of event. The former-factory belonged to distant relatives of Rosita’s grandparents.

Missoni Celebrates 50 Years

In May 2003 Missoni celebrated 50 years in business with a large runway show in the Town Hall square in Vienna, for the opening of the 11th Life Ball, a traditional charity evening held to raise funds to combat HIV/Aids. Later, in June the menswear collection, which represents roughly a third of the company’s turnover, was relaunched, focusing primarily on the development of accessories. In 2002, Missoni made €51 million on direct sales, compared to €48 millions the previous year. Exports (main markets Japan, USA, and Germany) accounted for more than 85% of the entire business. Alongside multi-brand stores, the company owns 12 directly controlled own-brand boutiques and about one hundred franchises.

Mame Fashion Dictionary: Missoni Celebrates 50 Years
Missoni Celebrates 50 Years

In June 2003 at Milano Moda Uomo, Luca Missoni presented his collection: knitwear with a thousand colors mixed together, tight, micro polo necks in cotton crêpes printed with lozenges, sweaters in viscose and tulle. Including, cardigans with large, ostentatious zigzags, very light vests in linen thread, in a small net weave, or interspersed with lurex threads, transparent tops that simulate tattoos, and sweater-shirts in silk and lamé for evening wear.

In July 2003 fashion and design for the Japanese car Mazda, the sponsor of the AltaRoma runway shows. After the series of MX-5 sports cars, with exclusive interiors in numbered series, Missoni created the colors and interiors of the latest MX-5, made as a one-off and sold in an online auction to raise funds for AISM (Italian Multiple Sclerosis Association). The fashion house celebrated its first half century.

Through November 2003, the celebrations continued and new Spring-Summer 2004 collection was presented in Tokyo, at the Yoyogi National Stadium. In addition, Tai and Rosita displayed more than a hundred outfits from the retrospective held in Milan the previous month, including the very famous blue tracksuit marked “Italia,” by Ottavio for the national athletics team in 1948, and the first gold Lurex suit from a far-off 1958. Japan, which represents a fifth of the company’s turnover, loves the Italian style and the event attracted 3,000 people.

Recent Years

January 2004, a contract was signed with Pagnossin, the head of the Richard Ginori 1735 group. It created the license for a line of tableware and household objects designed by Rosita, part of the Missoni Home project. Later, in April the third Golden Dame Award is held at the Poldi Pezzoli museum in Milan. “The people who make Milan great” include Ottavio and Rosita Missoni. The license for the production and distribution of the spectacles and sunglasses lines was agreed with Silvio Vecellio Reane (Allison, It. Holding Group), for a five-year period. Later, in September the license linking the company and the Marzotto Group was renewed until 2010. The launch of a women’s perfume signed by Estée Lauder was announced for Spring 2006.

Mame Fashion Dictionary: Missoni Home Project
Home Project

The Universal Expo 2005 is held in Aichi, Japan, and Tai was invited to represent the Friuli Venezia Giulia region. The stand includes the installation “Harmony from Diversity.” The work consists of mannequins “dressed” completely in patchwork knitwear and was the result of collaboration between Ottavio and Luca Missoni (Tai and Rosita’s second son) and the designer Angelo Figus. Later, in March the first Missoni shop in Catania was opened. Also, The Aramis and Designer Fragrances division of Estée Lauder and Missoni create a license that enables the beauty colossus to produce and distribute the perfume line.

In November 2005 Missoni signed a licensing agreement with Rezidor Hotel Group in order to create Missoni Hotel chain. The idea was to open 20 hotels around the world under Missoni trade mark. However, the agreement was terminated in 2014 and the two hotels under Missoni name, one in Edinburg and one in Kuwait, were rebranded and stayed as a property of Carlson Rezidor.

Current Situation

In September 2011 Missoni made a 400-piece collection in collaboration with Target. The collection was sold out in one day. Considering great success of the first collection Missoni collaborated with Target again in 2014, this time with Target Australia. Due to high interest for the collection, Target’s website was down on the day of launch.

Mame Fashion Dictionary: Missoni Collection for Target
Missoni Collection for Target

2013 was a hard year for the whole Missoni family, Vittorio Missoni, CEO of the brand, died in an airplane accident near the coast of Venezuela. Then, 4 months later his father and creator of the brand, Ottavio Missoni, died in his sleep.

In April of 2015 MA*GA Museum in Gallarate (VA) is dedicating the exhibition MISSONI, L’ARTE, IL COLORE to Ottavio and Rosita Missoni. This exhibition created a dialogue with twentieth-century European art. the exhibition explored the creativity and entrepreneurial spirit of a great Italian fashion house. The extraordinary culture and brilliance of its two founders.

Mame Fashion Dictionary: Missoni Exhibition MISSION, ART, COLOUR at The Fashion and Textile Museum in London
Exhibition MISSION, ART, COLOUR at The Fashion and Textile Museum in London

Also, in May of 2016 The Fashion and Textile Museum hosted the exhibition MISSONI, ART, COLOUR, in partnership with The Woolmark Company. It explores the influence of 20th-century European art on Missoni’s fashion and textile designs

In 2017 Missoni created a capsule activewear collection for luxury e-commerce site mytheresa.com The collection include six pieces, created by Angela Missoni and the face of the campaign is Jennifer Missoni, Angela’s niece. On the last Fall Winter 2017 collection Angela Missoni gave a speech after the fashion show, reminding people to embrace unity, human rights, and family. She stated that pink is the new black, and walked with her whole family who are key representatives of Missoni’s knit unity.

Mame Fashion Dictionary: Missoni 2017 Fashion Show Pink Pussy Hats to Support Womens Rights
2017 Fashion Show Pink Pussy Hats to Support Womens Rights

Salva

Salva

TRUSSARDI

Founded by Dante Trussardi in 1911 in Bergamo, Italy. The company started as a luxury gloves business. Today, Trussardi is an international brand that produces “Made in Italy” luxury leather goods, men’s and womenswear collections.

Index

  1. The Origins 
  2. Nicola Trussardi
  3. The Greyhound
  4. The First Fashion Show
  5. Trussardi and the Theater
  6. Brand Expansion
  7. Beatrice Trussardi
  8. Foundation Nicola Trussardi
  9. Palazzo Trussardi Alla Scala
  10. Group Values
  11. Trussardi in the World
  12. The Recent Year’s

The Origins

Founded by Dante Trussardi in 1911 in Bergamo, Italy. The company  started as a high quality gloves business targeting elegant men and women. It grew and became an official provider for the royal family. The brand stood for discreet sophistication, experimentation and innovation. Iconic elements such as high quality raw materials and revolutionary leatherworking techniques were born. These iconic elements still exist in the brand DNA today.

Mame Fashion Dictionary: Trussardi 1911 Dante Trussardi Sign
1911 Dante Trussardi Sign

Nicola Trussardi

Sixty years later, Dante’s grandson, Nicola Trussardi, a young manager with a degree in economics from Catholic University of Milan, took over the family business. In school, Nicola studied leatherworking processes, the market, and new trends that were reinforcing Italian style around the world. This education helped Nicola understand the destiny of gloves by this point was obsolete, and without a decisive change in direction, the company was destined to decline and fall. Nicola’s vision is to create a lifestyle brand, able to embrace with every style of life all aspects of life, always focusing on excellence.

Mame Fashion Dictionary: Trussardi Nicola Trussardi Portrait
Nicola Trussardi Portrait

Trussardi became an industrial group and entered the clothing and luxury accessories department. They designed and produced suitcases, bags, home, office and leather jackets in constantly changing styles. The brand stood true to Italian tradition of fine craftsmanship that has been passed down through generations.

The Greyhound

In 1973 Nicola became the first designer to adopt a logo to identify all products. He used the greyhound to symbolize modernity, agility, and energy. the Greyhound revolutionizes the international fashion system leaving an indelible imprint in the imagination of those years with its refinement and elegance, with the cautious care of details, with incomparable quality materials. From this time on the greyhound became an international symbol, representing the brand that is still used today. In 1976 the brand opened its first flagship store in Milan and expanded into the European and American markets.

Mame Fashion Dictionary: Trussardi Red Leather Greyhound Logo
Red Leather Greyhound Logo

The First Fashion Show

The next step was natural, with the presentation of the first collection of prêt-à-porter in the late 70s and early 80s. With the close collaboration of his wife Maria Luisa, Nicola offered a prêt-à-porter with contemporary and dynamic lines. He favored the use of leather, reinvented by new technologies of processing and other modern and precious materials, such as neoprene and microfibers. Along with being a designer, Nicola was an expert in marketing. He immediately focused on the world of media with spectacular operations in Milan. He brought his runway presentations into exciting new spaces including: Teatro alla Scala, the Piazza del Duomo, the Pinacoteca di Brera, the Stazione Centrale, the Borsa, the racetrack, and opened them to the general public. He surrounded himself with intellectuals and artists, who gave their contributions to the griffe: from the painter Renato Guttuso from whose drawings he derived a sunflower print, to directors and costume designers invited to collaborate on the staging of the runway presentations. But Nicola does not stop at fashion: he is among the first to understand the unstoppable value of the brand: bicycles, tile, perfume, cars, airplanes, helicopters, house linens.

Mame Fashion Dictionary: Nicola Trussardi Inspiration, Renato Guttuso
Nicolas Inspiration: Renato Guttuso

Trussardi and the Theater

The Trussardi lifestyle includes art, entertainment, cultured events and design. At this time, the brand had officially become a vital brand in the field of excellent products to be “Made in Italy.” Including the diverse range of fashion, art, cuisine and design. In the years Trussardi is able to blend in harmony with fashion at the theater. He collaborates with the Teatro Piccolo in Milan and with his director Giorgio Strehler, dressing Macbeth on stage at Verona Arena and setting up a parade at Castello Sforzesco with the direction of Dario Argento. Nicola interprets himself in Robert Altman’s Prêt-à-porter movie. This leads to the opening of Palatrussardi in 1986. A new venue for concerts and large scale entertainment events, that housed Frank Sinatra’s last concert in Italy.

Mame Fashion Dictionary: Trussardi Frank Sinatra at Palatrussardi
Frank Sinatra at Palatrussardi

Brand Expansion

Known for their elegance and quality, Trussardi rapidly grew internationally through the 90s, that expanded beyond fashion. The Group launches the Jeans, Home, Baby, Junior, Eyewear and Perfumes lines, becoming synonymous with elegance and absolute quality. In the 1990s, the company continued its international expansion path, focusing on new emerging markets in Eastern Europe, Asia and the Middle East. New boutiques are opened in Hong Kong (1992), Moscow (1993), Taiwan and Taipei (1994). In those years it is also the image to spread the style around the world thanks to the collaboration with the most interesting voices of international photography such as Richard Avedon, Mario Testino, Michel Comte, and Steven Klein.

In 1996, Palazzo Marino Alla Scala opened, a newly renovated hotel, that became the first flagship building in the fashion world that was built with a showroom, boutique, exhibition space, café, bookshop and restaurant all in one. On average, in recent years, sales amount to Lire 750 billion a year. In 1998, he founded a school for future fashion professionals, photographers and communicators. Sadly, on an April night in 1999 Nicola Trussardi died suddenly at the age of 57, in a car crash. The tradition of the Trussardi family name and the spirit of Nicola continues to be upheld.

Beatrice Trussardi

After the death of their father, children Beatrice and Francesco took over the management of the family business. The “touch” of these two young people became immediately apparent. They created a younger fashion. The runway presentation for Winter 2003 ranged from the vaguely British style, with minor references to India in the form of damasked fabrics, and sporty suits. British style: knit pullovers with leather inserts, velvet suits, regimental stripes printed on the suede blazers. During this runway presentation, the maison announced a licensing agreement with Vestimenta, for formalwear and men’s sportswear, for Spring-Summer 2004.

Mame Fashion Dictionary: Beatrice Trussardi Portrait
Beatrice Trussardi Portrait

The following year Francesco died at the age of 29 in a car crash, by a tragic fate, just as his father had. In March of 2003, 32-year-old Beatrice, becomes sole president, after father and her brother’s sudden deaths. Determined to carry on the work that her brother had begun, for Winter 2004, she presented one of the finest runway presentations in the history of the brand. It represented a way of being, more than just a fashion. The desire to please, rather than to astonish. A wardrobe intentionally for daytime wear, outside of any trends, and therefore, easy to wear. The line included interchangeable items in bright and complementary colors.

In 2006 Eric Wright, an American designer, who worked closely alongside Karl Lagerfeld, while designing for Fendi womenswear, was named head designer by Beatrice, current CEO and President at the time. Beatrice hired Wright with the intention of strengthening the menswear by reversing the current marketed route by bringing back forgotten colors, patterns and rediscover the rounded lines of inside pocket objects. Wright was head designer for 2 years.

Then, in 2008 the Trussardi high end brand was re-named Trussardi dal 1911. During this name change, Beatrice Trussardi, current CEO and President appointed Milan Vukmirovic, previous creative director at Jil Sander, and briefly Design Director at Gucci working alongside Tom Ford, to creative director. Beatrice hired Vukmirovic for his contemporary vision for tradition of Trussardi style.

Foundation Nicola Trussardi

Beatrice also strengthened Trussardi’s commitment to contemporary culture through the launch of the Fondazione Nicola Trussardi; a nomadic museum built to bring art into people’s lives. The foundation restores neglected houses in Milan and gives them to the city to be used as space for exhibitions and events. The company is also part of the world of high-class cuisine with Trussardi Alla Scala Restaurant, one of the best outposts of quality gastronomy in Italy that has recently obtained the prestigious recognition of the two Michelin stars.

Mame Fashion Dictionary: Restaurant Trussardi Alla Scala
Restaurant Trussardi Alla Scala

Palazzo Trussardi Alla Scala

In 2009 Trussardi flagship building, Palazzo Trussardi Alla Scala underwent structural renovations and has become a heart of Italian culture. Sticking true to brand values of tradition, the building now houses the first concept store. Inside you can find an exposed layout filled with accessories and clothing for men and women, articles for the home, an area devoted to winning voices of image based journalism, and Café Trussardi, home of the first vertical garden installation in Italy, designed by Patrick Blanc.

Mame Fashion Dictionary: Palazzo Trussardi Alla Scala
Palazzo Trussardi Alla Scala

Group Values

Engaged in innovation, sustainability and environmental engagement, Trussardi is the story and the future of Made in Italy excellence in fashion, design, art and cuisine. The brand expresses a new lifestyle, based on excellence: for almost a hundred years the brand is an expression of the solidity and creativity of a home, commitment, and family values.

In fashion, the company has developed, in a century of experience, a unique ability to look for new ways and techniques for treating hides and fabrics. The roots of the brand include the Italian industrial history and its ability to work on the skin is unmatched throughout the world. The gloves laboratory opened by Dante Trussardi in 1911 is a historic example of the dedication and ambitions of the company. The creativity of the family, which has crossed, reinvented and renewed, the last century of our history, expresses an imaginary made of measured elegance, attention to detail, sobriety and charm.

Mame Fashion Dictionary: Trussardi Blue Leather Gloves
Trussardi Blue Leather Gloves

In fashion, design, art and cuisine, each time the brand continually combines the culture of its history with the emotion, lightness, irony, and visions of contemporary. Thanks to the strength of the tradition that has built over time, the brand is able to offer fascinating surprises, rapid innovations, and small daily revolutions.

Trussardi in the world

Trussardi is an industrial group that produces and distributes worldwide. Through a differentiation between flagship stores, boutiques, franchise stores, corners, licenses and large retailers, their products are present in every significant market for apparel, accessories, perfumes, furnishing, and home accessories.

The Group’s exclusive distribution network comprises around 440 outlets around the world: 7 Trussardi boutiques, over 300 Tru Trussardi boutiques and in department stores, 17 Trussardi Home stores, and more than 110 retail outlets and stores. Including, the first TJ (Trussardi Jeans) shop opened at Moscow Gum in 23 countries in Europe, Asia and the Middle East.

The Group is also present in the most important multibrands in the world including Barneys, New York; Jeffrey’s, New York; The Webster, Miami; Ron Hermann, Los Angeles; Harrods, London; Joseph, London; Aizel, Moscow; Colette, Paris; Printemps, Paris; Mientus, Berlin; Quartier 206, Berlin; Abseits, Stuttgart; Lakis Gavalas, Athens; Galy, Ibiza; The Outpost, Barcelona; Chapeau, Valencia; White Gallery, Rome; Boon the shop, Seoul; United Arrows, Tokyo; Restir, Tokyo; Designworks, Tokyo; Isetan, Tokyo; Estnation, Tokyo; Eight Million, Tokyo; Joyce, Hong Kong.

The Recent Year’s

Mame Fashion Dictionary: Trussardi Family Portrait
Family Portrait

Through the renovations the company exposes themes of innovation and sustainability. Then, in 2011 Trussardi 1911 line is officially changed to Trussardi. Umit Benan Sahin, Turkish designer, is appointed as head designer of now Trussardi line. He previously worked for Marc Jacobs, Cacharel, and under Sophie Theallet. Sahin debuted his first line at Milan Fashion Week for Spring/Summer 2012 at Palazzo Trussardi alla Scala.

February of 2013, Gaia Trussardi, granddaughter of founder Dante, is appointed as creative director of Trussardi mainline collections and advertising campaigns. She has been a part of the company since age 23, and previously designed for Tru Trussardi and Trussardi Jeans. The brand expresses its need for continuous evolution and to strengthen brand identity. In March 2016, Beatrice, former CEO and President, gave Tomaso Trussardi, current CEO, her 25% stake in the company. The company announced a 5-year plan to reposition the brand in accessible luxury. Including a 90% overhaul in line management and restructuring of the multi and mono-brand sales channel, closing down less profitable stores. Along with major changes, the line Tru Trussardi is being discontinued, the last collection was Spring/Summer 2016. Trussardi and Trussardi Jeans will remain. Gaia plans to position the main Trussardi line around “Elegantly Cool” and the Trussardi Jeans will remain a streetwear look.

Today, Trussardi has introduced a contemporary new accessory called the Lovy bag, representing true Italian craftsmanship, made of the finest materials. The brand ambassador, Michelle Hunziker, represents the ironic and elegant elements of the brand. She is confident, complimented with a bubbly personality. Michelle is the ambassador for the new bag, appearing in all campaigns since 2016.

Mame Fashion Dictionary: Trussardi Michelle Brand Ambassador for Lovy Bag
Michelle Hunziker: Brand Ambassador for the Lovy Bag

 

FENDI

Fendi is a high fashion Italian company, known for its luxurious fur and leather goods. Read the history of the historic brand with the double F.

Index

  1. The Origin
  2. Karl Lagerfeld Creative Director
  3. The Third Generation
  4. LVMH Acquires Fendi
  5. The Success
  6. The Recent Years
  7. Celebrating 50 Years of Collaboration with Lagerfeld
  8. Current Situation

The Origin

Italian house of furs and leather goods. One of the first brands of the Made in Italy movement to become world famous. The company was established in Rome 1925, as a small shop for leather goods, and a secret fur workshop, on via del Plebiscito. The founders, Edoardo and Adele Fendi, developed the brand, but the true success started with the second generation, represented by five sisters, Paola, Anna, Franca, Carla, and Alda. They brought new energy and ideas during the boom years that caused the brand to flourish.

Mame Fashion Dictionary: Fendi First Original Store in Rome
First Original Store in Rome

Karl Lagerfeld Creative Director

In 1926 Fendi opened its historic boutique in the heart of Rome in via Borgognona. In 1965, the collaboration with Karl Lagerfeld began. Lagerfeld is known for the way he transformed the concept of fur. He reinvented a garment that had traditionally been considered pompous, bulky, and not always easy to wear. With Lagerfeld as creative director, fur acquired a softness, wearability, reversibility, and became “fun fur”, a staple in the brand DNA that still exists today. At the same time, he searched for new materials, treatments, experimental techniques, and the rediscovery of forgotten and overlooked furs.

Fendi Woman Collection SS18
Woman Collection SS18

Over the years the Fendi bags became more functional. Leather was printed, dyed, and woven. The double FFs, in black and brown, were immediately recognizable and combined with stripes and squared patterns. The Selleria line, all completely handmade and in limited numbers, was created.

Mame Fashion Dictionary: 5 Fendi Sisters With Karl Lagerfeld
5 Fendi Sisters With Karl Lagerfeld

The Third Generation

In 1977 Fendi presents the Maison’s first ready-to-wear collection. In the early Ninties, the third generation, represented by Silvia Venturini Fendi, daughter of Anna, took place as Creative Director for accessories and men’s lines. She launched the Fendissime line, which included furs, sportswear, and accessories for a younger market. Two years later, they opened their first store in New York on Fifth Avenue. Meanwhile, the empire of the five sisters enriched itself with numerous licenses, including knitwear, bathing suits, jeans, umbrellas, watches, eyeglasses, ceramics, furnishings, and linens. In total, about twenty licenses, besides furs and leather goods.

At this time, about 80% of the production was exported. In Italy and abroad there were about 100 boutiques and 600 points-of-sale, with a turnover of about 600 billion liras, which put Fendi in fourth place among the brands of Italian prêt-à-porter. Fendi has created furs for both stage and screen, notably for Gruppo di Famiglia in un interno (1974) and The Innocent (1976) by Visconti, La vera storia della Dama delle Camelie (1980) by Bolognini, La Traviata (1983) by Zeffirelli, Interno Berlinese (1985) by Liliana Cavani, Carmen (1986), The Age of Innocence (1993) by Scorsese, and Evita (1996) by Parker.

Fendi Silvia Venturini with models, SS18 Man Collection
Silvia Venturini with models, SS18 Man Collection

LVMH Acquires Fendi

By the end of 1999, the company is at the center of many buying appetites. After endless sales rumors, the Maison ran under the control of Prada and Bernard Arnault, who was the owner of LVMH. LVMH, in a joint venture with Prada (Lvp Holding), acquires 51% of the company, but management remains in the hands of the Fendi family. Later on, Prada began selling its shares to LVMH, becoming in 2001 its majority shareholder.

The Success

In January 2001, Fendi collaborated in a joint venture with Aoi, a 30 years distributor of the brand in Japan. The new company, called Fendi Japan K: K, is on the market from the spring-summer 2001 collection.

Since 2002, the Men’s collection has been produced for 5 years by Ma.co. Company of So. Lather this year, they launched the made-to-order service for handmade leather goods including the famous Peekaboo bag. This gives the customers an opportunity to fully customize their bag, seen as a true luxury.

Mame Fashion Dictionary: Salleria Collection Custom Service and Handmade
Galleria Collection: Custom Service and Handmade

Fendi continues to stay involved with contemporary events including the exhibit Goddess, at the Costume Institute of the Metropolitan Museum of Art, one of the most prestigious events in New York that spring, displays two dresses donated by the Fendi Archive in 2003.

Also, a special moment in April 2005 in Rome, the 18th-century palazzo Boncompagni Ludovisi becomes Palazzo Fendi. They build a new headquarters, and with its opening, the house celebrates their 80th anniversary. Later, in 2010 they launch kids wear and Fendi Home.

In the year of 2007, Fendi staged an unforgettable fashion show at the Great Wall of China with 88 models and a 1,500-mile-long catwalk.

Mame Fashion Dictionary: Fendi Fashion Show at the Great Wall of China
Fendi Fashion Show at the Great Wall of China

The opening of a new boutique in Paris in 2008, however, took place with a private concert of Amy Winehouse for just 400 guests.

The Recent Years

This Italian house continues to get involved with new project and innovations. In 2011, they were chosen, due to its common values of craftsmanship and tradition, to collaborate with the Maserati “GranTurismo Convertible”. It was overlooked by Silvia Venturini Fendi and featured materials created in various colors specifically for it. It had Fendi’s double F logo stitched into the seats, in the center of the 20-inch Trident design alloy wheels, and side sills.

In 2013 the group started the restoration work of the fountains in Rome with the Fendi For Fountains project. They began with the Trevi Fountain, and followed up with the Quattro Fontane. This showed how Rome and Fendi share a deep connection. Fendi is rooted in Rome, and has always been its muse. Later, in June 2013 they sign a contract with Safilo Group S.p.A. for the production and worldwide distribution of sunglasses and eye-glasses’ frames.

As for 2014, the brand took another step towards technology. Unveiling luxurious new headphones created in collaboration with Beats by Dr. Dre. The Fendi X Beats by Dr. Dre was announced in Fendi’s Men’s Spring/Summer 2015 fashion show in Milan. Later, the brand collaborated with Zaha Hadid to create a layered leather handbag, which was part of the 3Baguette Project, a collection of creations by famous UK-based women, to be auctioned to charity.

Fendi SS18 Man Collection
SS18 Man Collection

For the first time ever, the Maison uses drones in order to video record its fashion show in 2014. Later, the fashion house buys 49% of Taramax SA’s shares, a luxury-watches- specialized business. This action will allow them to have a more important presence in the luxury-watches market.

Fendi SS18 Man Collection
SS18 Man Collection

Celebrating 50 Years of Collaboration with Lagerfeld

In 2015, under the wings of Lagerfeld, Fendi presented their first “Haute Forrure” collection during couture week in Paris. Fendi’s internationally renowned line of fur helped to differentiate the brand form its competitors as one of the few designers with a full range of fur offerings.

Later, Fendi moved its headquarters into Palazzo Civilta Italiana, which was built in 1942, to celebrate the EXPO. Unfortunately, the event was never held, but the first floor of the new building has remained a dedicated space for contemporary art exhibitions.

Fendi SS17, Bags Special Shooting
SS17, Bags Special Shooting

In the same year, Fendi payed homage to its collaboration with Lagerfeld, celebrating his 50 years as creative director, with the book “Fendi by Karl Lagerfeld” featuring exclusive material telling an amazing story of heritage, creativity, and modernity. This is the longest relationship between a designer and a luxury fashion brand in the industry.

Mame Fashion Dictionary: The Book of Fendi by Karl Lagerfeld
The Book of Fendi by Karl Lagerfeld

In 2016 they completed the restoration and opening of Palazzo Fendi in Rome, on the corner of Via dei Condotti and Piazza di Spagna. The building hosts the Japanese multi-starred Zuma restaurant inside. At the 2nd floor, there is the Fendi Privé, a private apartment for celebrities, VIPs, and friends. At the 3rd floor, there is the Fendi Private Suites, which consists of 7 imperial suites.

For their 90th anniversary, on July 7, 2016 they host their haute couture A/W 2016/2017 fashion show at the Trevi fountain (Rome), whose restoration has been supported by the Roman maison. Also, they hosted an exhibition, Fendi Roma- The Artisans of Dreams, to explain the production process of the fur and creativity elements.

Mame Fashion Dictionary: Fendi Fashion Show at the Trevi Fountain
Fashion Show at the Trevi Fountain

Current Situation

Currently, the fashion house is performing strong with a turnover of more than €1 billion. With Pietro Beccari as chairman and CEO. Creative director’s Lagerfeld and Silvia continue to work side by side in the success of Fendi, remaining the only brand to have an in-house fur atelier.

VALENTINO

Valentino: the fashion emperor and his great love for the iconic Valentino red. Read the story to learn more about the Italian designer loved by the Hollywood stars.

Index

  1. The Origin 
  2. The First Fashion Show
  3. Valentino and the Hollywood Stars
  4. HDP Buys the Company 
  5. 40 Years of Career
  6. Valentino Joins the Marzotto Group
  7. The New Lines
  8. Farewell to the Catwalks
  9. Creative Directors: Maria Grazia Chiuri and Pier Paolo Piccioli
  10. The Recent Years

The Origin

He was born Graduation Valentino Clemente Ludovico Garavani, also known as, Valentino Garavani (1933). Italian fashion designer. Ever since he was small, he clearly showed his idea of style and elegance. It was an aspect that clearly emerged in the first outfit that he created for his aunt Rosa, the owner of a passementerie shop in Voghera, in the Via Turin, where he loved to spend his afternoons playing with bolts of cloth.

Mame Fashion Dictionary: Valentino Red
Valentino Red

Even then he especially loved red: a color that, in later years, would become his good-luck charm and the strong suit of his palette. He understood this when, during his apprenticeship with Jean Dessès in Paris, he went to the Opera in Barcelona and was overwhelmed by the entirely red stage costumes:

“It was at that moment that I understood that, after white and black, there is no color more beautiful.”

At age 17 Valentino leaves Voghera to learn fashion in Paris. His speed at sketching models immediately won him a job with Dessès, where he worked until 1955, and then moved to a position with Guy Laroche, which lasted until 1957. That was the year in which he returned to Italy, and opened, with his father’s help, an atelier in Rome in the Via Condotti. From a young apprentice designing the shadows for major atelier, he was now the owner of his own business. His debut took place in Rome, and was understated. It was, in fact, a fiasco, and he failed to sell even a single item.

Mame Fashion Dictionary: Valentino Young Designer at his StudioYoung Designer at his Studio

The First Fashion Show

In those years, he became acquainted with Giancarlo Giammetti, a student of architecture who would become his manager and his administrator, as well as his communications director. In 1962 in Florence, Valentino was the last to present his collection in Palazzo Pitti. The hall overwhelmed with a deafening roar of applause.

Mame Fashion Dictionary: Valentino Sala Bianca July 1962 Florence
Valentino Sala Bianca July 1962 Florence

“My mother said to me: ‘You hear them? They want you, because you’ve done it, you’ve won.’ Less than an hour later, I had sold my entire collection and I was swamped with orders.”

Since then, his successes has followed one upon the heels of the other, punctually, season after season. “The Americans love this Italian who has become the king of fashion in just a short while,” wrote Woman’s Wear Daily in 1968, after a dazzling runway presentation all in white, studded with capes and lightly draped outfits.

Mame Fashion Dictionary: Valentino 1968 White Collection
Valentino 1968 White Collection

“Creativity,” said Valentino, “is difficult to explain, it is like an internal force, an enthusiasm that never wanes and which gives me the strength to continue working in new ways. As I look at things and people in the street, my imagination continues to march and my ideas take shape through my pencil.”

Valentino and the Hollywood Stars

His volcanic flow of new ideas for women and refined elegance left an indelible mark in the jet set. Farah Diba fled from her crumbling empire wearing a Valentino suit. Liz Taylor met Richard Burton while wearing Valentino. Jackie Kennedy married Onassis in a Valentino outfit of ivory lace that, for years, women copied around the world. The list of celebrities that have worn Valentino is endless: Sophia Loren and Nancy Reagan to Brooke Shields and Sharon Stone. There are few who have been able to resist the allure of his outfits, a synthesis of luxury and grace modulated with modernity.

Mame Fashion Dictionary: Valentino Jackie Kennedy Wearing Valentino Dress when she Married Onassis in
Jackie Kennedy Wearing Valentino Wedding Dress

He reinvented bows, transforming them into a symbol of femininity: one of his first outfits embellished with this detail won a legendary burst of applause that lasted for ten full minutes. He is an absolute master of his profession, technique, and the way he transformed this artisanal ability into a compass by which he charts the ongoing continuity of his line.

In 1978, through a manufacturing agreement with the Gruppo Finanziario Tessile, he launched his first line. Over time, the number of lines has grown to eight, including menswear and womenswear of ready-to-wear fashion. Since 1968, he has presented his collections of prêt-à-porter on the runways of Paris, as he has also done since 1989 with his haute couture creations. His success has never known decline, it seems immune to flops and comebacks. But Valentino is especially proud of having created the Life Foundation to raise funds to help children afflicted with AIDS.

Elizabeth Taylor in Valentino Red Dress
Mame Fashion Dictionary: Valentino Elizabeth Taylor in Valentino Red Dress

A reality that came into existence in 1990, the same year in which the fashion designer celebrated in Rome and Milan his thirtieth year in business, with an exhibition at the Accademia Valentino, a space designed and equipped for exhibitions and cultural events.

HDP Buys the Company

In January 1998, the “Rolls Royce of fashion designers,” as the Americans call him, sold his griffe for 500 billion liras, the annual turnover of the maison was 1.2 trillion liras, amidst much weeping, and maintaining a place for himself as the creative director, to HDP, the holding company run by Maurizio Romiti.

He said: “I have seen too many of my colleagues being ushered out of their ateliers through the tradesman’s entrance, in order to make way for new creatives who have then undermined the originale style of the maison…”

Valentino is a private man, but he also knows how to engage in polemics with stylish irony. When the American journalist, Suzy Menkes, the terror of fashion designers, stated in 1990, the end of the phenomenon of top models had arrived, and criticized those who continued to use them. Valentino replied by purchasing a full-page advertisement in the International Herald Tribune: “Suzy, you’ve got it all wrong. Love from Valentino and the top models” was the slogan beneath a photograph of Claudia Schiffer, Nadya Auermann, and Elle McPherson.

Mame Fashion Dictionary: Valentino Designer in his Eighteenth Century Castle
Designer in his Eighteenth Century Castle

He lives and works in Rome, Capri, London, New York, and Paris. He purchased an eighteenth-century castle just an hour away from the French capital, which he considers as his refuge. He refuses to allow it to be photographed. The only pictures that have been taken show Valentino as he strolls in the immense park with his pet pugs. There is a vast forest, which he minimizes, describing it as: “Big enough to go horseback riding in.”

40 Years of Career

In 2001, Valentino, much loved by the stars of Hollywood, chose to celebrate his 40 years of business in Los Angeles. The party, a benefit for Child Priority, was organized with Steven Spielberg, Kate Capshaw, Tom Hanks, and Rita Wilson. During the evening, there was a book presentation of Il libro rosso di Valentino, edited by Franca Sozzani, contains pictures of 40 women including Ashley Judd, Ines Sastre, Isabella Rossellini, Kate Moss, and Mila Jovovich dressed in “Valentino red” and depicted by the most important photographers of the time.

Mame Fashion Dictionary: Valentino Il Libro Rosso di Valentino
Valentino Il Libro Rosso di Valentino

That same year, in March, Julia Roberts received her Oscar wearing “vintage” Valentino. Gleaming in black silk in the mass media helped to launch what would become one of the most significant trends of fashion in recent years: vintage.

Mame Fashion Dictionary: Valentino Julia Roberts
Julia Roberts Wearing Vintage Valentino at Grammys

In February 2002 he represented Italy, with its historic and rare capacity to blend creativity and craftsmanship with taste and superior elegance, during the culiminating ceremonies of the Winter Olympics in Salt Lake City, broadcasted around the world.

Valentino Joins the Marzotto Group

In March of 2002, after months of negotiations and rumors, HDP sold the Roman griffe to the Mariotto Group for €240 million Euros, including the financial debts accumulated over recent years, which on 31 December 2001 amounted to €204.4 million. Valentino Intimate and Valentino Sand were the first creations of the new management. With a three-year licensing agreement, the Como-based company, Albisetti, took over production and distribution rights worldwide for the intimatewear and men’s and women’s swimwear collections. The new lines debuted at Lingerie Americas, the first event in the sector held in the United States, which from 4 to 6 August 2002 featured 22 Italian underwear labels at the Pavillion Altman Building in New York. There were more than 125 manufacturers invited from around the world.

The New Lines

In the first two months of 2003, Marzotto had a 1.8% increase in turnover, to be attributed for the most part to the consolidation of Valentino.
In May, Valentino, with a series of his “cult” outfits, took part in the exhibition, My Favorite Dress, at the Fashion Textile Museum, a London fashion museum built at the behest of the fashion designer Zandra Rhodes in the neighborhood of Bermondsey, south of the Thames.

Later, he launched the Valentino Timeless watches and the youth line Valentino R.E.D. (Roman Eccentric Dressing), which reinterpreted his unmistakable timeless modules such as jeans, but also his more classic items such as the short “Jackie” overcoats or the “V Logo” of 1968, by now part of fashion history.

Mame Fashion Dictionary: Valentino RED Valentino Line
Valentino RED Valentino Line

The success of the watch line prompts the brand to propose, in 2004, also a jewelery line. 2005 opens with the debut of the fragrance V Valentino, created in collaboration with Procter & Gamble. Over the year, bid diversification expands to 360 °. There is, for example, the licensing agreement with Spanish Pronovias for the production and marketing of a line of bridal dresses, and the alliance with Arnolfo di Cambio for the creation of a home line dedicated to the Art de La Table. Meanwhile significant corporate reorganizations involve Valentino S.p.A. And its subsidiaries: these maneuvers will give birth to the Valentino Fashion Group (VFG), which sees the light at the end of the year.

Farewell to the Catwalks

At the beginning of 2006 Matteo Marzotto became president of Valentino S.p.A., while the position of CEO was Stefano Sassi. After the important reorganization of the group, 2007 is devoted to grand festivals for the nine years of master’s activity. At Ara Pacis, a retrospective entitled Valentino in Rome was inaugurated: 45 years of style, in conjunction with the High Fashion show in July. Obviously, in September, the protagonist of the fashion designer’s passageways is announced: in October his last collection, standing ovation and general emotion, is taking its place in Paris.

Mame Fashion Dictionary: Valentino Exhibition 45 Years of style
Valentino Exhibition 45 Years of style

The designated heir is Alessandra Facchinetti, reduced by a collaboration with Gucci and Moncler Gamme Rouge, while the men’s collection, entrusted to Ferruccio Pozzoni, takes place in the Ville lumière.

On January 23, 2008 Valentino waved his last goodbye at the Spring 2008 Haute Couture Fashion Show at the Musée Rodin. The room was lined with his contributions to the fashion world and models paraded down the runway in his iconic element, the red gown. He took the final walk down the runway while receiving a standing ovation for his contributions over the past 45 years.

Mame Fashion Dictionary: Valentino's Farewell Collection
Valentino Garvanni Farewell Collection, Paris 2008

At the end of 2008, however, the end of the collaboration between Alessandra Facchinetti and the maison was announced.

Creative Directors: Maria Grazia Chiuri and Pier Paolo Piccioli

Maria Grazia Chiuri and Pier Paolo Piccioli, creators of the line of accessories for the brand, take on the creative direction of the clothing line. In 2009 the collaboration with Ferruccio Pozzoni also ends. In 2011, Valentino posted a net profit of €2.6 million in the first six months of the year, compared with the red €7.4 million in the same period in 2010.

Mame Fashion Dictionary: Valentino Maria Grazia Chiuri and Pier Paolo Piccioli
Creative Directors: Maria Grazia Chiuri and Pier Paolo Piccioli

On September 7, 2011 Anna Wintour handed Valentino the Couture Council Award for Art in Fashion 2011 in New York. Valentino does not renew the liaison with Safilo and signs an international license agreement with Marchon, effective from January 1, 2012, for the production and distribution of sunglasses and glasses. In January 2012 Valentino’s guesthouse is the special guest of Pitti Uomo 81 in Fortezza da Basso in Florence. Maria Grazia Chiuri and Pierpaolo Piccioli present the A / I 2012, which is 13 men’s collection, presented at a fashion show for the first time.

The Recent Years

Valentino celebrated 50 years of career and inaugurates a new store concept and a vintage capsule collection. The Milan Montenapoleone shop was designed by architect David Chipperfield, along with Chiuri, and Piccioli. The maison, since Chiuri and Piccioli have been appointed, has seen a period of strong evolution.

In 2012, Valentino Fashion Group’s entire shareholding was acquired by Mayhoola for Investments S.P.C., a subsidiary of Qatar’s primary investor for €600 million. At the end of the year, the brand launched the “Valentino Garavani Virtual Museum” opening a window on the designer’s world that left the creative direction in 2008.

Mame Fashion Dictionary: Valentino Garavani Virtual Museum 2015
Valentino Garavani Virtual Museum 2015

The luxury group closed 2013 with revenues up 25% to around €490 million. Also, 2015 closes revenues up 48% for €986.9 million and an ebitda almost doubled to €180.2 million. Valentino officially announced on July 7, 2016 the appointment of Pierpaolo Piccioli as the sole creative director of the Roman house following Maria Grazia Chiuri’s decision to leave the company after 17 years, of which 8, were as co-creative director with Piccioli.

In 2016, the second-line license goes to OTB’s Staff International. The license will continue until at least Spring / Summer 2018. Luxottica Group and Valentino have signed a license agreement for the spectacle collections. The new agreement, lasting ten years, is operational since January 2017.

Mame Fashion Dictionary: Valentino Spring / Summer 2017 Fashion Show
Spring / Summer 2017 Fashion Show

BOTTEGA VENETA

Bottega Veneta is one of the leading brands in luxury leather goods manufacturing. Read the history of the brand which created the “Intrecciato” technique

Bottega Veneta is one of the leading brands in luxury leather goods manufacturing

Bottega Veneta is the first issue in English that we will continue to publish with the support of Domus Academy. We will continue with more brands and languages, like Chinese.

Dizionario della Moda Mame: Bottega Veneta.
The detail of the “Intrecciato” Technique.

Index

  1. The origins
  2. The first opening in New York
  3. Brand Re-launch
  4. New President and CEO
  5. Current situation

The origins

The Italian luxury goods manufacturer of bags was established in 1967 in Vicenza, Veneto by Michele Taddei and his wife Laura Braggion.

After divorcing Michele, and marrying Vittorio Moltedo, Laura remained the sole owner. The first workshop began in a restored villa in Montebello Vicentino, home to some of the greatest artisans and craftspeople.

The bags, in soft leather and even today all handmade, are typical of the company’s production and have always been highly fashionable. They are known for their noble, elegant and emphasized detail of their leather goods.

They developed a distinctive weaving technique, by taking the intrecciato technique, typically only applied to clothes, and were the first to apply it to leather. After this, their leather goods were considered a delicacy. This was revolutionary, and till this day, is the most recognizable element in the brand DNA.

They are considered a lead representative of Italian quality and elegance with technique passed down through generations.

Mame Fashion Dictionary: Bottega Veneta. Clutches.
Clutches.

The first opening in New York

Later, the firm opened a single-brand shop in New York in 1971. It was the first of the Italians to be on Madison Avenue. Clients Jackie Onassis and Mary Tyler Moore helped launch the new brand store.

Twelve more single-brand shops would later open in America, plus boutiques in Paris, London, Hong Kong, Singapore, Milan, Rome, Venice, and Florence, along with 35 shops in Japan. In 1998 there was a prêt-à-porter Collection inspired by American sportswear which made its début at Milano Collezioni in October of the following year.

Mame Fashion Dictionary: Bottega Veneta. The store on Madison Avenue, New York.
The inside of the Madison Avenue’s store in New York.

Brand Re-launch

In 2001 the company joined the Gucci Group, which a few months later, was acquired by PPR, now known as Kering. They reorganized their management structure and appointed a new creative director, Thomas Maier.

He decided to focus on the artisanal production by using the brands iconic technique of weaving “Intrecciato”. Moreover, he chose to remove the logo from the products. He kept the original brand DNA, but added minimalism and expanded the product range into fine jewelries, sunglasses, and home collections.

Since then, they have turned into a brand that emphasizes the lifestyle. The company had record revenues in 2002, especially in the fourth quarter, when it had a 90.5% increase in comparison to a diminished turnover for the other brands controlled by the Kering Group. In 2003 there was the Début of the unisex sunglasses produced for Bottega Veneta by Sàfilo.

In February 2005, Bottega Veneta presented its first women’s ready-to-wear runway show, and in June 2006, its first men’s runway show.

Mame Fashion Dictionary: Bottega Veneta. Bangles.
Bangles.

In April 2006, Bottega Veneta launched its first jewelry line, and started doing interior and furniture design. Later in 2006, the Luxury Institute of New York recognized Bottega Veneta as the most prestigious design house for the richest women of the United States.

In order to maintain their handmade tradition, they collaborated with once Artisa school, Scuola d’Arte Mestieri di Vicenza, and started a new school Scuola della Pelletteria, to educate the new generation of artisans.

New President and CEO

In 2009 Marco Bizzarri becomes the new president and CEO. He made a huge contribution to the economics and strengthened the performance of the company.

Mame Fashion Dictionary: Bottega Veneta. Marco Bizzarri.
Marco Bizzarri.

2 years later, in 2011, turnover reached 6.8 million euros, with a 33.7% increase in one year. Also, profits reached 2 million euro, a 57.1% increase, compared to 2010.

“I am so proud of these numbers. In this way we are able to achieve an incensement of economic growth, but at the same time we kept the quality of our product and manufacturing technique.” – Marco Bizzarri

Then in 2016 the value of the brand officially reached one billion euros.

Current situation

Currently, Bottega Veneta is celebrating their 50th birthday and Maiers 15th anniversary at the house. So, they launched a limited edition collection of handmade bags that represent their heritage in a contemporary way.

Mame Fashion Dictionary: Bottega Veneta. 50th anniversary.
Lauren Hutton and Gigi Hadid at the Bottega Veneta’s 50th anniversary party

The brand is performing and their situation is strong. They have 255 directly operated stores, €1.173 millions in revenue, with 40% of their profit coming from Asia Pacific, and seen in thousands of multi-brand stores.

Today, the brand stands for low profile elegance. There are no shiny accessories, or visible logo. Their workshop remains in the original restored villa in Montebello Vicentino.

VIVETTA PONTI

Vivetta is an Italian brand founded in 2009 by fashion designer Vivetta Ponti.

Index

  1. History
  2. The Success
  3. Brand Style

History

Daughter of an antiquarian, Vivetta Ponti, was born in Assisi and graduated from the Linguistics of Le Mantellate in Florence. After attending the Paullo training center in Milan, Vivetta began her training course in Robert Cavalli’s office as a design assistant.

For Vivetta, her experience at Cavalli was long, but decisive for her creative development, and understanding of business dynamics.

Mame Fashion Dictionary: Vivetta Collection 2017
Vivetta Collection 2017

In 2008 Vivetti Ponti won “Who’s Next” in Paris, a competition rewarding the best emerging artists. The next year, the designer made a big leap and launched her own label, “Vivetta”. The brand debuted for the first time at White Milano in 2010.  As the designer said, the early years were “hard and full of defeats,” because her style was not understood.

“It was crucial not to demise and believe 100%, without listening to anyone, and making me demoralized. Now, we have a lot of work on the project, company, and worldwide distribution.”

The Success

In 2015, during Milan Fashion Week, Giorgio Armani chose Vivetta to present her Autumn/Winter 2015/2016 “The Groupie Attitude” collection in Armani Theater. Armani had already defined Vivetta as “the best”.

“I have a beautiful memory of the experience, despite some factors of understandable disorganization, being the first presentation. From that day things started to go well, even in Italy.”

With the Spring/Summer 2017 collection, Vivetta Ponti was the first Italian designer to join the Swavorski Collective project. This project encouraged designers to explore new creative paths through the use of crystals.

Mame Fashion Dictionary: Vivetta 2017 Collection
Vivetta 2017 Collection

In March 2017, Vivetta Ponti, was the host of Mercedes-Benz in Beijing, where she presented her Autumn/Winter 2017 collection within the Mercedes-Benz International Designer Exchange Program.

Brand Style

The brand style of Vivetta includes nostalgic elements such as poetry, dolls, antique furnishings and a 50s design combined with hyper-contemporary silhouettes and bon ton. Clean lines are enriched with unexpected details and surreal elements. Creating a new idea of elegance: playful and dynamic, romantic and ironic, but also surreal and tailor-made. Originality is in fact made with the best tradition of Made in Italy.

Mame Fashion Dictionary: Vivetta 2017 Collection Details at Milan Fashion Week
Vivetta 2017 Collection Details at Milan Fashion Week

The Vivetta style is feminine, delicate, dreamy, irreverent and fair, accompanied by a strong personality. That’s why it has become a point of reference for all trendy women constantly looking for a touch of eccentricity.

The company is based in Florence where all creations are hand-drawn, then handmade. Distribution points include Barney’s NY, Selfridges, Harrods, Le Bon Marche, Moda Operandi, LuisaViaRoma, and Tsum retailers.

Salva

Salva

GUCCI

Italian luxury brand of fashion and handmade leather goods started by Guccio Gucci in 1921. Currently, Gucci Group is owned by the French holding company Kering.

Index

  1. The Origin: Guccio Gucci
  2. Brand DNA
    1. Stirrup and Bit 
    2. Green-Red-Green
    3. GG Logo
  3. Gucci Growing
    1. Production
    2. Creative Director: Tom Ford
    3. Gucci Sells Stock in NY
    4. Tom Ford’s Image
  4. 2000 – 2005
    1. Brand Acquires
    2. New Strategies
    3. Exhibitions and New Store Openings 
    4. Declining Sales
    5. The Asian Market
    6. Tom Ford Leaves 
    7. New Creative Directors 
  5. 2005 Until Now 
    1. New Creative Director and CEO
    2. 90th Anniversary
    3. Gucci Acquired by Kering Group
    4. Current Situation
      1. Alessandro Michele

The Origin: Guccio Gucci

It was established in 1921 by Guccio Gucci (1881-1953), son of a straw hat manufacturer who moved first to Paris and then to London at a very young age. During his time in London he worked as an elevator boy at the Savoy Hotel and gained his taste for beauty and elegance.

Mame Fashion Dictionary: Founder Guccio Gucci
Founder Guccio Gucci

On his return to Florence, after working for the firm Franzi of Milan, he opened his first small workshop in Via della Vigna 7 and Via del Parione 11, creating traveling and saddlery articles. In 1932 he moved to the larger rooms of Via della Vigna Nuova 11. Five years later he produced bags, suitcases, and sport items in his own artisan’s productive plant along Lungarno Guicciardini.

Brand DNA

Stirrup and Bit

Gucci, Stirrup Bag
Gucci Stirrup Bag

The first successes were linked to horse-riding items. Soon afterwards, the stirrup and bit became the symbols of the Florentine house. Sales were high enough for the company to open a new store outside of its hometown. In 1938, Gucci arrived in Rome with a store in Via Condotti. In those difficult years of autarchy, fantasy contrasted with the lack of raw materials, with the introduction of materials such as hemp, linen, jute, and the famous bamboo, which were less expensive than the usual skins and added to the griffe‘s originality.

In 1939, the passage from a one-man company to a limited responsibility company marked the official entry of Guccio’s four children, Aldo, Vasco, Ugo, and Rodolfo to the business. In 1951, the boutique was opened in Via Montenapoleone 5 in Milan.

Green-Red-Green

Gucci 1950s Luggage Green and Red Stripe
1950s Luggage with Green and Red Stripe

The 1950s represented an important time in the life of the company. The old Florentine artisan workshop of Lungarno Guicciardini was moved to the rooms of Palazzo Settimanni, in Via delle Caldaie, today a very modern showroom. The distinctive feature of the brand became a ribbon inspired by the saddle’s girth, in different sizes, in wool or cotton, in green-red-green colors for natural leather articles and in blue-red-blue for the colored skins. In the same year, it was decided that the company, which had by then achieved European recognition, would locate in a more steady way abroad and became one of the figureheads of Made in Italy in the United States.

GG Logo

Gucci GG Logo
GG Logo

These are the years in which the company decided to adopt the logo GG to indicate the initials of the founder, as a decoration motif of a cotton fabric, called GG Canvas, with which bags, small leather goods, cases, objects, and the first clothing articles were realized.

Gucci opened the first American sale point in 58th Street in New York. In the meantime, the products destined to become classics were consolidated: the first bag with the bamboo handle (1947), the loafers with clamp (1952-53), the Flora scarf (1967) created by Rodolfo Gucci, and Accornero for Grace Kelly. Women with an unmatched style, such as Audrey Hepburn, Jackie Kennedy, Maria Callas, the Duchess of Windsor, chose Gucci.

Thanks to the opening of new sales points in London (1961), Palm Beach (1961), Paris (1963), and Beverly Hills (1968), and to the creativity of production, the brand obtains meaningful consents in the most important world markets.

Gucci Growing

Production

After the great flood of 1966 in Florence, Gucci left the rooms of Via della Vigna and moved to Via Tornabuoni. The production potential developed with the opening, in 1971, of a new plant in Scandicci, near Florence. This allowed a further expansion of the direct network of shops during the 1970s including Chicago (1971), Tokyo (1972), and Hong Kong (1974) and marked the beginning of a larger presence in the Far East. The industrial development of the company did not yet mean that it would give up its artisan’s production schemes. Production was always managed and organized in the Florentine headquarters through a stringent checks of the quality of products.

Mame Fashion Dictionary: Gucci Fall/Winter 1996
Gucci Fall/Winter 1996

In 1982 Gucci became a public limited company. After a period of difficult strategic choices, the management passed into the hands of Maurizio, Rodolfo’s son. In 1989, the Anglo-Arabian financial company Investcorp acquired 50% of shares, once owned by Aldo and his heirs, while Maurizio held the remaining 50% as well as the company’s presidency until 1993. In 1993 he sold all of his shares to Investcorp. Domenico de Sole and Tom Ford were called upon to manage the relaunch of the brand. In 1995 Domenico De Sole, already responsible for Gucci America since 1984, was appointed President and Chief Executive Officer of Gucci Group N.V.

Creative Director: Tom Ford

Mame Fashion Dictionary: Gucci Creative Director Tom Ford 2003
Creative Director Tom Ford 2003

In 1994 the American designer, Tom Ford, was made Creative Director for all production, the redesign of the brand’s identity. Thanks to this remix of classic and modern, of tradition and innovation, the new style of the Florentine house conquered the world market. The brand returned as a leader in the sector of leather goods. The management also took a risk by launching men and women’s clothing Collections, which immediately achieved great success with the critics and the general public.

Gucci sells stock in NY

Between 1995 and 1996, Gucci became the first true Italian public company with the selling of the entire capital stock in the stock exchanges of New York and Amsterdam. In early 1999, Bernard Arnault with Lvmh conquered 34.4% of the capital, buying up shares in the financial market and acquiring the stock parcel owned by Prada and other investors. At this attempt to enter into the company’s management, Gucci’s supervisory board opposed, entrusting the management defense to the general manager Domenico De Sole.

Gucci 1990 AD
1990 AD

After the adoption of a new share plan for the employees, which granted them an option to buy Gucci’s shares as owned by Lvmh, a new strategic alliance was approved in March 1999 with the French group Pinault-Printemps-Redoute (Ppr) for the creation of a multibrand hub in the world industry of luxury. In change of a quota of 40%, Ppr has invested $2.9 billion in Gucci to finance the group’s growth through acquisitions. The first opportunity came along in July 1999 with the acquisition of Sanofi Beauté, a company that controls Yves Saint-Laurent and an empire of perfumes, from Roger & Gallet to those of Krizia, Fendi, and Oscar de la Renta. While Lmvh continues its legal battle, independent shareholders gathered in an assembly have approved Domenico De Sole as the new partner, not only as general manager. Gucci closed the first semester of 1999 with a net profit of 225 billion Liras, a growth of 68% compared to the first six months of 1998.

Tom Ford’s Image

Gucci Spring/Summer 2003 Collection
Spring/Summer 2003

During Milano Moda Donna, the Gucci fashion show is not to be missed. When you say Gucci one immediately thinks of Tom Ford, the designer with an unquestionable charisma and undeniable personal charm, of which he is completely aware. He continues to proceed along itineraries of style very congenial for him. A master of uncontrolled seduction, his Collections should be read as a refined Kamasutra also for men’s fashion trends. His Collections created for the Summer of 2003 were memorable because of this, with an eroticism pushed to the limit, which he himself defined as “vaguely pornographic” with explicit sex messages written even on the slippers.

Gucci Campaign 2003
Gucci Controversial Campaign 2003

Pretty man or rock star, he is without a doubt a man who cannot go unnoticed, even when he wants to be as classic as The Great Gatsby. For women, the game is even easier and more explicit. A lady moved by naughty ideas, donning intriguing clothes that capture the public, especially in black, a color loved for its arrogant authenticity.

2000 – 2005

Brand Acquires

Gucci group continues to grow and acquires several different luxury brands including; Sergio Rossi, Alexander McQueen, Bedat & Co., Bottega Veneta, Stella McCartney, Balenciaga, and Australian JV. At this time Gucci was acquiring several different brands, but the creative direction remained in the hands of the brands.

New Strategies

In November 2001 Gucci opened flagship stores in Moscow in Tretyakovsky Proyezd 1.

The group made a major decision in 2002 to no longer import skins from India as a form of protest for the lack of respect of Indians towards animals. This decision was probably influenced by Stella McCartney, supporter of animal rights. The same decision had been taken by Timberland, Gap, Nike, and Reebok.

Later, in May the group restored the control of activities in Taiwan by acquiring the quote held by the local partner Tasa Meng Corporation. Furthermore, it opened a three-floor space with a jewelry department in Taipei. The look was decided, as always, by Tom Ford. Domenico De Sole declared he would invest €200 million in new stores, 35 of which would be located in Asia.

Gucci, Tom Ford, and Domenico de Sole
Tom Ford and Domenico de Sole

In July there was an interview in Corriere Economia, with Domenico De Sole, Gucci’s general manager, who declared that notwithstanding the expected difficulties for 2002, the multi brand strategy, adopted in full agreement with Tom Ford, works. An improvement is foreseen for the second half of the year.

Exhibitions and New Store Openings

In September 2002 the Spring/Summer 2003 collection debuted in Milan stressed legs with tiny miniskirts that were tight, fitted around the waist and hardly seen under jackets. Also in the collection included Chinese shaped mini dresses, in pleated or embroidered silk, Kimono-shapes for strong colored jackets, and shorts or black lace underpants, worn in a ultra sexy way over bare breasts. The bamboo-handle bag is back, a Gucci must since the 1950s, but expressly big and sandal-décolleté in silver leather.

Later, in October, Tom Ford, artistic director of Gucci, inaugurates boutiques all over the world. After Moscow, it was the turn of Manhattan, Paris, and Milan, all designed by him and the architect, Bill Sofield. The turnover registered a decline of 6.9% determined in particular by the crisis of leather goods. In early September the boutique of Madison Avenue was opened and, shortly afterwards, the third Paris boutique at number 60 of Avenue Montaigne, after those in Faubourg Saint Honoré and Rue Saint Honoré.

In November, Gucci, in collaboration with Sàfilo, launched two new lines of sunglasses, designed by Stella McCartney and Bottega Veneta. The unisex Collection by Bottega Veneta is designed by the Austrian designer, Tomas Maier. Stella McCartney proposed six models in different shapes and colors.

Also, Gucci inaugurated the new megastore located on Via Montenapoleone, Milan. The old store, completely reorganized, at number 5, was enlarged with the new space acquired at number 7: four floors with four shop-windows and three entrances. In the basement, the women’s Collections, at the first floor accessories and jewelry, while the two superior floors are dedicated to menswear.

Gucci, Milan, Flagship Store
Gucci Milan Flagship Store

Declining sales

By December 2002, the third quarter of 2001 registered a drop in profits and proceedings. The Gucci group, quoted at the stock exchange of Amsterdam and New York, registered proceedings amounting to $566.2 million (-7.9% compared to 615 in 2000), an operative profit before amortizations of $80.9 (against 133) and a net profit of $56.3 (against 114.2). Proceedings are substantially steady (+11% with 1,660 against 1,642), while the net profit diminishes all the same (from 241.7 millions to 195.1). This decline has concerned especially the sales in markets based on tourism, such as New York, Hawaii, West Coast, and some European towns. Also, Gucci opened a store in in Via Condotti, Rome, one of the first stores exclusively dedicated to jewelry and watches.

Mame Fashion Dictionary: Gucci Timepieces Shop
Timepieces Shop in Rome

The fiscal year 2002 closed with a drop of profits to €226.8 million Euros, against €312.5 of the previous year. Steady, on the contrary, proceedings at €2,544.3 millions against €2,565.1 in 2001.

The Asian Market

In April 2003 the most elegant headquarters of Tokyo, Ginza, Gucci intended to create its Japanese headquarters and open a super luxury boutique. In Japan, where it owns seven sales points and 37 shop-in-shops, Gucci registered in 2002 proceedings amounting to €500 million, about 20% of the total proceedings of the group.

Mame Fashion Dictionary: Gucci in Japan
Fall 2016 Campaign in Japan

Later, in May Domenico De Sole was asked the question: How are you facing the crisis? He answered without hesitations,

“Shaving costs. In 2001 and 2002 we invested 300 millions per year, more than two-thirds in new stores or to reorganize those we already had. This year capital costs are to be considerably reduced and the trend is to continue in the next two years, with a big benefit to the cash flow.”

By June the group had acquired total control of the join venture Gucci Singapore and Gucci Malaysia. De Sole comments,

“Southeast Asia is a very important region and Singapore and Malaysia are more and more attractive. The total acquisition of our assets in those areas witness our commitment to further develop the Gucci brand in markets which we deem to have, in future, a good growth potential.”

Then, by July, the first quarter of 2003, finished on April 30, the Gucci group registered proceedings amounting to €567.1 million, compared to €607.6 millions of the same quarter of the previous year, while under the operative profile the first three months of the ongoing year marked a loss of €24.4 million (against a profit of €20.4 millions).

In September 2003 the French Group Pinault-Printemps-Redoute (PPR)  increased its shareholding in the Gucci group to 67.34%, getting closer to the target of 70% expected within the end of the year.

Tom Ford Leaves

Gucci, Tom Ford, Runway Show
Tom Ford’s Last Gucci Collection Fall/Winter 2004

Officially in November 2003 the group announced that Domenico De Sole, President and general manager of the Gucci group, and Tom Ford, creative director of Gucci group and of the brands Gucci and Yves Saint Laurent, did not intend to prolong their contracts beyond their agreed expiry date of 2004. Domenico De Sole said,

“Gucci has been one of the great loves of my life, and the years spent here have been a fantastic journey. I want to thank Tom, whose creative genius has made possible our successes, as well as all the extraordinary colleagues all over the world. Thanks to their skills and devotion, we have been able to transform a small company in a bad financial conditions when I arrived in 1984 into a world power of luxury, thus creating more value for all our stakeholders.”

Tom Ford exclaims,

“It is with a lot of sadness that I look at my future without Gucci. In the last 13 years this company was my life. We are leaving one of the most powerful teams of the sector and I’ll do my best for the remaining time I’ll spend here for the future success of the group. I couldn’t be prouder of our work in Gucci or of the exceptional team of colleagues who have contributed with much more than just tough work: they put their heart in our research of excellence. I’m grateful for having the opportunity to share the joy of success with such a fantastic group of people. I would like to thank Domenico for his extraordinary leadership, his constant support, and friendship.”

In February 2004, the Group PPR announced that it would launch a bid for the acquisition of the Gucci group’s shares not yet in its possession. The bid was to be launched at the pre-fixed price of $85.52 per share.

New Creative Directors

Gucci, Creative Director, Alessandra Facchinetti
Creative Director: Alessandra Facchinetti

March 2004 Alessandra Facchinetti became the new creative director of the women’s clothing line. She arrived at Gucci in October 2000 as style director of the women’s division. And immediately showed exceptional qualities. John Ray was made the new creative director of the men’s line. In 1996 Tom Ford called him into Gucci as style consultant for the men’s line and, after a short time, he began working full-time at Gucci. Frida Giannini was the new creative director of the accessories line. Born in Rome in 1972, she studied at the Academy of Costume and Fashion. In September 2002 she became style director of Gucci’s Leather Collection and contributed meaningfully to the success of the brand’s leather Collections.

Later, in June The group PPR, which owns 99.3% of the Gucci group, cashed a dividend of €50 million Euros. However, this amount covered over 25% of the financial burdens. In fact, the French giant disbursed a total of €7 billion Euros to gain control of the Florentine house, €2.6 of which was disbursed for the last bid. It had €380 millions of debt.

Gucci Spring/Summer 2015
Spring/Summer 2015 Collection By: Alessandra Facchinetti

In July Gucci opened a store entirely dedicated to accessories in the prestigious Gallery Vittorio Emanuele in Milan. The store also featured a bar. Later in September, Gucci established the Blutonic tannery in Tuscany, of which it controls 51.5%.

In november 2004 Mark Lee delineated the future strategies of the group. “Gucci will continue to grow, but in a more consistent way with its image and tradition. Decentralization? No, I confirm the intention to continue the production in Italy, because the brand’s strength is in the Made in Italy and, in particular, in the Made in Tuscany as to leather goods.”

2005 until now

New Creative Director and CEO

In March 2005, Frida Giannini is made the new creative director of the womenswear, a charge that adds to her present responsibility with Gucci’s accessories line. She replaced Alessandra Facchinetti. John Ray maintained his role of creative director for men’s clothing.

Gucci Fall/Winter 2006 Campaign
Fall/Winter 2006 Campaign

In January 2009, Patrizio Di Marco, former president and CEO of Bottega Veneta, became the new president and CEO of Gucci. Di Marco and Giannini changed the strategies and decided to reposition the Gucci brand.

By 2010, Gucci has become the most valuable brand in PPR group, total turnover more the €2.66 billion, compared to 2008, the number increased more than 11%, and operating profit reached €765 million.

90th Anniversary

In 2011 Gucci celebrated its 90th anniversary, the company organized a series of activities, including grand opening of the new Gucci Museo which located in a 14th century building in the Piazza della Signoria, brand also launched its limited ‘1921’ collection, referring to Gucci‘s founding year, the collection including number of the brand’s best-known classics: the Bamboo, Jackie and Horsebit bags, which all be made over in new fabrics and color. Gucci also brought its 90th anniversary celebrations to Japan by displaying some of its most prized pieces at a storied Kyoto temple.

1921 Limited Collection
1921 Limited Collection

In 2011 Italy celebrated its 150th anniversary of the unification of Italy, so Gucci and Fiat, two of Italy’s most respected brands worked together launched the “500 by Gucci.” This special edition of the iconic Fiat 500 customized by Gucci Creative Director Frida Giannini in partnership with Fiat’s Centro Stile.

Gucci Acquired by Kering Group

In 2013, Gucci sold most of the shares to the Kering groupThen, in 2014 creative director Frida Giannini is departing Gucci after the label’s Spring/Summer 2015 show due to declining sales, after six years working at the brand. As well as Patrizio di Marco, the firm’s chief executive.

Mame Fashion Dictionary: Gucci Spring/Summer 2015 Frida Giannini Last Collection
Frida Giannini’s Last Collection Spring/Summer 2015

January 2015, Italian fashion designer Alessandro Michele was pointed creative director of Gucci, meanwhile, Marco Bizzarri became new CEO of the brand.

Current Situation

Alessandro Michele First Collection Spring/Summer 2016
Mama Fashion dictionary: Gucci Alessandro Michele First Collection Spring/Summer 2016Gucci

Thanks to Alessandro Michele and Marco Bizzarri, with their introduction of a new contemporary vision, bring eclectic and romantic to brand’s identity, Gucci has re-establishing its reputation as one of the world’s most influential luxury fashion brands. Nowadays the brand has become the biggest moneymaking brand of Kering group, accounts for more than 60% of Kering’s operating profit. And today, Gucci owns 522 stores around the world and more than 10,000 employees.

Alessandro Michele

Gucci Alessandro Michele
Creative Director: Alessandro Michele

Alessandro was born in Rome and attended Accademia di Costume e di Moda. He started his career at Fendi as Senior Accessories Designer. Then, he was brought onto the Gucci team by Tom Ford in 2002 and moved to Gucci’s London-based design office. Over his 12 years he held a variety of roles: in 2006 he was named Leather Goods Design Director and promoted in May 2011 as Associate to then Creative Director Frida Giannini. In September 2014, he took on the additional role of Creative Director of Richard Ginori, the fine Florentine porcelain brand acquired by Gucci. Because of Alessandro Michele and Gucci, Kering’s revenues are growing as fast as ever, and Gucci saw its revenues increased 21%, almost doubling expectations.

CAR SHOE

Car Shoe is a trademark founded in 1963 by Gianni Mostile’s patent. Read the history of the brand now part of the Prada Group.

Index

  1. The Origins
  2. Car Shoe Enters the Prada Group
  3. The Recent Year’s

The Origins

The Car Shoe brand was founded in 1963, when the Italian Ministry of Industry and Commerce recognized Gianni Mostile’s patent of an absolutely innovative shoe model. The moccasin with a perforated sole made of tiny rubber blocks. Known as a shoe for motorists, but later becomes a fashion accessory of great comfort and convenience.

Car Shoe Enters the Prada Group

Car Shoe Details
Details 2016 Collection

In April 2001, the Prada Group acquired the majority of Car Shoe SA, and became the owner. The intention is to preserve and revitalize the brand through the original style and quality of the “driving” model, conceived by the founder in the 1960s.

The first Car Shoe store was designed by Roberto Baciocchi and opened on Via della Spiga 50 in Milan on March 5, 2001. Afterwards, they opened the Capri and Rome outlets. In 2010 the brand expands its retail network in Asia and opens its first flahsgip store in Signapore, in the prestigious Ion Orchard Mall. The same year, they strengthen their presence in Asia with the opening of another store in Hong Kong. In December 2011, the brand opened its first UK store in London on New Bond Street. In November of the following year, the brand opened in Dubai in the prestigious “Dubai Mall- Level Shoe District”. The last opening, in July 2013, is in Forte dei Marmi.

The Recent Year’s

Car Shoe Fall/Winter 2016 Collection
Fall/Winter 2016 Collection

In June 2010, the Prada Group acquired total control of Car Shoe, recognizing the minority stake by its shareholder. In 2012, the new ecommerce site is launched. Then, launches its social profiles on Facebook, Instagram, Twitter, and Pinterest.

In 2013, at the 50th anniversary celebration, Car Shoe launched a new driving model in collaboration with Lamborghini Automobiles. The same year the brand launches the Driver’s Club, a space dedicated to lifestyle and tradition inspired by the passion for driving. For the September 2013 edition of Goodwood’s Revival Festival, the historic car race, Car Shoe has designed an original temporary store at Goodwood High Street, West Sussex, for the duration of the festival.

In 2014, the brand introduces “Car Shoe Bulletins”, travel notes that travel through the most iconic streets in the world.