‘Armani & The Birth Of Italian Fashion’ Educates On How Italy Stylishly Dressed The World

Armani & The Birth Of Italian Fashion is a documentary directed by John Maggio, that should be of considerable interest to fashion enthusiasts.

It’s been said that before Armani there was no Milan, London or New York – just Paris. Many Italian fashion companies which were often family-owned businesses challenged Paris, the fashion capital of the world. Armani, Valentino, Versace, Gucci and Missoni amongst others became iconic brands which eventually took America, then the rest of the world, by storm.

Through interviews with designers and Hollywood celebrities including Helen Mirren, Sharon Stone, Lauren Hutton and Samuel L. Jackson, the growth and popularity of Italian fashion leading to Milan becoming the fashion capital of the world is meticulously explored.

The late Giorgio Armani gives his final interview taking audiences on a mesmerising journey, from his humble beginnings to being crowned the king of fashion.

Armani was very committed to fashion and aspired to reach the success of his competitors. His fashion was influenced by the 1930s and 1940s, and was considered stylish, elegant and sexy. He ultimately believed it was time to change fashion with designs that were more appealing for the general public.

Armani changed the way men dressed, making them look chic and wealthy. Interestingly he shocked the American fashion industry when he removed the interior part of men’s jackets to make them lighter, successfully transforming men’s wear.

Italian fashion had a connection with Hollywood, which was a big opportunity for Armani. He dressed Richard Gere in the 1980s hit film American Gigolo and Samuel L. Jackson in Shaft (2000).

This 90-minute documentary serves as a tribute to Italian fashion. Armani takes centre-stage in this narrative but through insightful interviews, photographs and archival footage, audiences will gain insight of the other iconic fashion empires.

The marriage between family and industry from generation to generation resonates throughout and the complications and lesser-known internal jealousies that affected the family businesses are also presented. The competition was high in the fashion world and designers were at war for the highest share of the market.

The darker and more controversial and scandalous elements of the fashion world are also unveiled in the second half of the documentary; The cold-blooded murders of Gianni Versace (the founder of the company) and Maurizio Gucci (the heir of the company) are described at length, effectively exhibited with actual media footage.

In the closing moments, audiences are left to ponder going forward whether Milan has a bright future as a world fashion capital, since fashion houses like Armani and Dolce & Gabbana are the few still owned by Italian families.

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Armani & The Birth Of Italian Fashion is screening at the Italian Film Festival at all Palace Cinemas from Sept 17 – Oct 14.