The first orders of the Emporium Armani remember King Giorgio: “He was interested in our lives and wanted to know how young people lived”.

This entry is posted on number 38 of Vanity Fair on newsstands until September 16, 2025.

«The first months in the two shops of Via Durini There were the carabinieri outside the crowd. Everyone wanted to buy jeans with the eagle. The Japanese and the Americans stole the shirts from the hands ». Giuliana and Paola are two of the very first orders chosen for the opening of theEmporio ArmaniIn the 1981. For them, King Giorgio was simply the “Mr. Armani”. Him and Sergio Galeotti believed in democratic fashionand they had thought of a second line with more affordable prices that could approach a young audience. And what better place to open the first shop if not via Durini in Milan? A stone’s throw from San Babila and from Burghythe meeting point of the «Paninari» Milaneseguys who shortly thereafter would have stormed the emporium (but not only them). “He personally did the talks, even with the orders,” says Giuliana. A moment was enough to be discarded, as happened at Paola’s interview: «They made us enter a sitting area. He came out and began asking questions. To a girl who worked from Trussardi asked: “Why do you want to come to work by Armani?”. She replied: “Because Armani pays more.” He said nothing, eliminated instantly. “

In their memories Armani demanded a lot, especially by himself: «On one Sunday in December I arrived in via Durini very early and at the bottom of the street I saw a man on foot. It was him. I was already in the shop: that day he had decided that the whole showcase for the Before the scale. He drew the sketches of the evening clothes, took them to the shop and made them on the mannequin ». Attention widening to the staff: «Two black suits and a Armani white shirt was provided. We had to have the hair gathered and no showy earring ». The boys of the Emporium were the “Most hated clerks of the center”: «We were paid better than the others. The orders of nearby boutiques did not stand us, but they rowed to work with us ». The difference did his own relationship with employees: «He was interested in our lives and wanted to know how young people lived. I believe that he also took inspiration from there, “says Giuliana. “He often called us for dinner. When we told him that he was late he insisted because we remained, he laughed a lot. He worried everyone. When a wedding happened there was no lack of his “envelope”! ».

What is left after? “A director told us:” You must be Armani inside and Armani outside. ” Armani inside meant wearing the uniform they gave us. Armani outside meant representing the brand also with our personality ».

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Source: Vanity Fair

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