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Armani: My fashion process has never changed

FashionBy Sunday World
Armani: My fashion process has never changed

Giorgio Armani believes continuity is the key to his success.

The 81-year-old designer is still going strong with his eponymous label, as well as several diffusion lines. With the ever changing world of style, Giorgio sticks to what works best for him when catering to clients.

"I think that the fashion world has changed a lot since I launched my first collection 40 years ago," he told The Australian. "Today designers are required to produce ideas and collections incredibly quickly, but you need time for invention and quality. My solution has always been continuity. I have developed my own rhythm over these 40 years, because the men and women I dress expect this of me, not just an idea that works on the catwalk."

It's his approach to designing which has made him one of the most influential figures in the industry and Giorgio is proud to have created a lifestyle which people can identify with.

His creations appeal to countless A-listers including Beyoncé Knowles, Cate Blanchett and Samuel L. Jackson, who recently praised the designer's suits. For Giorgio this is an important area to concentrate on and he strives to please the stars.

"I have always believed that it’s important to have a direct and personal relationship with VIPs and I think that this personal contact is appreciated," he added. "When I started working in the film world, my work was created day by day. Today, an industry has grown up around the stars and the way they dress. But I still work in the same way. I always try to interact closely with the stars I dress, a relationship that is often the source of real friendships."

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