“Remain true to yourself and your philosophy,” Armani once said. “Changing in the face of adversity will in fact diminish your credibility with your customers.”
For over thirty years, Armani has made a name for himself as a designer whose clothing was elegant yet subtle. From day one, he has stood out from his competitors, including the likes of Gianni Versace, who chose instead to emphasize the sexuality of clothes over their subtlety, and has increased the risqué nature of his designs with each year they come out. In fact, the rivalry between the two Italian fashion houses grew so hostile that it was even the subject of much Italian press, until the murder of Versace in 1997.
“I design for real people,” says Armani. “I think of our customers all the time. There is no virtue whatsoever in creating clothing or accessories that are not practical.” Armani’s approach to fashion was a pragmatic one. His vision was to create clothing that was both classic, that would stand the test of time, and that was meticulously designed. That was a vision he stayed true to throughout his entire career.
However, Armani also acknowledges that, “You have to think of the future. If not, we would close down!” It is to this end that he has attempted to constantly modify his vision, updating it with the latest trends, but never backing away from his original philosophy of classic elegance.
Unlike many of his competitors, Armani believes that fashion should evolve over time rather than change drastically each and every year. “I find that fashion recently has been a little too hasty,” he says. “Often times it’s put together quickly to catch the attention of the media, and I didn’t want to do that.” Although his way of dressing was a pioneering one at the time, and it certainly continues to catch the media’s attention, it is one that has gradually been developing and evolving over the decades.
“It’s much easier to make something that’s spectacular and showy than to make something that’s classic but at the same time current,” says Armani. He understood that any business that refused to evolve and to adapt to the times risked becoming stale and losing its edge. On the other hand, he knew that changing too much, and straying too far from his original vision, would mean risking his reputation, his uniqueness, and his niche.
“I find it gratifying that I have launched a lasting style,” he says. “But of course, I feel the need to reach forward to question myself, to take risks…I always want to refresh and renew.” Whereas Armani believes that the difference between style and fashion is quality, the difference between Armani and other designers is vision.
Armani once said that his proudest accomplishment was that he “pioneered a way of dressing that emphasized comfort, at a time when clothes were still being made in an old-fashioned and rigid way.” But, while he is proud of his achievements, he remains ever the humble businessman: “I supposed it would have been great to invent something as classic and enduring as the tuxedo,” he says. “But if I was collecting royalties, I wish I’d invented the corkscrew.”
Lesson #1: Sharpen but Never Stray From Your Vision
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