Flee from ephemeral tendencies and momentary objects of worship. He prefers now and for 45 years to create beautiful, sophisticated and timeless designs. Thus he has built an empire that, beyond fashion and decoration, is everything

a lifestyle with its own personality. I Dona interviews one of the great star designers to learn about the secrets of his good business, physical and mental health.

When you are a few meters from Giorgio Armani, you realize that he is more lucid and active than many of 40. He, at 85, plays a small group of journalists. We are in Milan and we are inside Armani / Silos, the imposing building that houses temporary exhibitions of art and architecture, and where the costumes and accessories that lay the foundations of the style of a firm with 45 years of experience are permanently exhibited lifetime. In front of the construction, one of similar aesthetics with the offices and the Armani Theater, where the parade of the 2020/21 pre-fall collection will be held. In this universe, everything breathes the same aroma, even coffee.

I DONATE How did you get your brand to transcend and be an emporium of furniture, hotels, objects ...? GIORGIO ARMANI.- What I like most about my work is to see that my ideas come true, that my designs affect people's lives. It can be a jacket, the elegant furniture of a hotel or a delicious chocolate. What brings unity to all this is my constant search for a sophisticated and moving simplicity. Why do you now present your first High Jewelry collection? It is a natural evolution of my love for precious accessories. I find it fascinating that the jewels represent a woman and reveal something about her. Also, I like beautiful things, not frivolous. What better than these designs, made to last, to pass from generation to generation? When you look at the Armani / Silos building, what do you think? I feel a great emotion. It is a place that represents me, contains my story and reflects my aesthetic. A space that allows people to understand how I have evolved, my vision over the years. There is a leitmotif in my work and I show it through designs from different periods. By grouping the models by theme, I want to underline recurring ideas: lightness, light games, neutral and natural colors, but also bright ones, such as red or pink shocking, oriental art deco style and Japanese inspirations. All this forms my aesthetic ideology.

At 85, he gets up at 7, an hour ago and goes to the studio. '' Being busy puts me in a good mood, '' he says

Next to the permanent collection on the ground floor, the space houses temporary exhibitions. Now, in full fashion week in Milan, and until the beginning of August, Heimat welcomes. 'A Sense of Belonging', dedicated to Peter Lindbergh, German fashion photographer.

2020/21 pre-fall collection

Backstage of the last parade (pre-fall 2020/21), held at the Armani Theater in Milan.

What still excites you? What remains to be discovered, the projects I am going to address and the challenges I will face. What is the most important industry change in the last 10 years? There are many, such as growth of online shopping or the birth of large groups. These gigantic corporations are far from the companies founded by designers, like mine. However, the responsibility of reducing the environmental impact produced by fashion is the most important thing and I'm taking it very seriously. Do you prefer celebrities, influencers or models to showcase your new designs? If I'm honest, I more gratifying for me is that a man buys his first important suit at an Armani store or that a woman acquires his attire for a professional event. Are parades the best platform to display a collection? If they show what will be sold in stores, they have a purpose, but if they are set up as a play for the press and industry, then they are just a concession. What do you think of fashion without gender, of feism as a trend, of exorbitant prices and certain momentary cult garments? I have always maintained that there is no need to be rigidly defined by the concepts of man or woman, for years I presented designs with some degree of androgyny. Intentional ugliness, on the other hand, has no place in my world, my goal is to create elegant and sophisticated pieces. Regarding the price, I think it must be appropriate or else it will not interest the consumer, which is who all designers should aspire to serve. I have never followed the trends, they pass quickly and have no long-term relevance. And finally, in the question correctly defines the pieces of worship as temporary, but I am not interested in the momentary, what I always seek is to produce a timeless style. Is Instagram the best social network for a brand? It is one more, another support with the objective that designers show their work to the world. Channels come and go, and although we need relevance, we must also understand what each one is for. For example, paper is still the best way to display the photograph. What time do you get up and what is the first thing you do? I get up at 7, do 60 minutes of exercise, eat a healthy breakfast and go to the studio. I like to create, keep myself busy, it puts me in a good mood and fills me with energy and adrenaline. What is your favorite dish? I am a conscious gourmet and a great admirer of Mediterranean cuisine. I love vegetables, they are the heart of my diet. And I never skip a meal, even when the work is frantic, I sit at the table. What do you think of Spain? I am a big fan. The landscape, the weather, the coast ..., is familiar and similar to Italy. Also passionate temperament. But what I like most is the eclecticism of its architecture and design, from Gaudí, in the north, to the Arab in the south. This universe of varied forms is fascinating. A book, series or movie that I would recommend? I like 'The Little Prince' because of the apparent simplicity and naturalness with which he speaks of great truths with a sincere emotional tone. My cult film is 'Chained', Cary Grant and Ingrid Bergman are pure elegance and style. In addition, lately I have begun to appreciate the television series. I recommend The Last Czars: I love that it is dramatic and historical. How is the Armani woman? Has she changed in 45 years? She remains an elegant and self-confident person who dresses in a sophisticated way and expresses her character. Now he has less difficulties with his male counterparts in the professional world. When I started designing custom clothing for women, many considered it revolutionary. Today they are more free to choose how they dress. How do you think your firm will be in 20 years? I have created a foundation that, in addition to developing projects of public and social interest, will ensure that the Armani Group remains stable over time and is consistent with the principles of autonomy and independence. I am currently the owner of the company and the only shareholder. In the future, I hope it remains strongly linked to the values ​​that distinguish it today.

Giorgio Armani poses with the models after the parade in Milan of the pre-fall 2020/21 collection.

.

According to the criteria of The Trust Project

Know more

  • fashion

ShoppingZara designs the dress that will solve all events until spring for less than 40 euros

Trends Kate Middleton bet again on Zara with a dress that will be your inspiration on Valentine's Day

Trends Jessica Biel reappears with the working look that will save you from Monday to Friday (and that we clone)