It’s by attacking the rigid suits of men in the 60s that this Italian legend was first born. It all started with one finding: the fact was that men remained corseted in the straitjacket of the work world that fashion had such difficulty penetrating. By espousing the body, by taking apart the jacket and removing any and every superfluous adornment, Giorgio Armani freed men from the constraints of a garment that was essentially useless to them. Its sensuality became the symbol of ascension up the social ladder and success. Wearing a crisp Armani suit can’t take you to the top, but it can assure the perfect balance between wit and elegance. This is what the designer attempted to translate in the costumes created for Leonardo Dicaprio in “The Wolf of Wall Street”. Power and revocation, restlessness and spectacularly projected focus, all of this and more inhabits this unconventional suit and makes for an absolute excess.
The 80s and 90s, a period of international economic prosperity, didn’t see many men setting off on a quest for financial power. In fact, this informal and revolutionary cut would soon be applied to the wardrobes of women, then on a quest of their own for power and ambition. Almost simultaneously with the men’s collection, Giorgio Armani intended to give a preponderant role to women. He gave them masculine textiles, the same simple and supple cut, all while keeping with the masculine authority granted by an Armani suit. Far from the classic French-tailored suit, it was inspired by New York power dressing and incarnated an androgynous, Marlene Dietrich-esque character, or an enrapturing femininity that the masculine power of self assurance was firmly attached to. While this Italian brand is on display in all its feminine glory at the Palais de Tokyo under the title “Eccentrico”, you can breathe in this sensual and strict line, defying conventions and dictating its own success by always reaching for the highest of peaks. Starting as the symbol of male power in business, the Armani suit continues to inspire and lead into a fragrance with woody and spicy notes so that the scent also represents the image of a new male power. L’Eau d’Arômes, the third installment of the House after l’Eau pour Homme et l’Eau de Nuit intends to give a man the omniscience of Armani.