• Fashion Stories
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It’s never too late and it’s not impossible to achieve success, no matter where you start from and no matter which are your previous experiences.

The plot of these success stories is more or less always the same. Our hero is a talented designer that needs to find his way in the fashion industry. It’s not an easy journey: some of them come from a poor family, some others need time to understand their true vocation. But when they finally enter the fashion world, all of them create something that addresses the needs and exigencies of their time.

It doesn’t take long for their talent to be noticed by a few major personalities in the industry. Shortly after, their products also reach the celebrities of their time. Who want to wear them get endorsed and, in some cases, become the iconic faces of these brands. Obviously, this represents an incredible PR boost: the success spreads all around the world turning the brand into a global phenomenon.

French luxury powerhouses. Some of the most important French designers have shaped fashion to the form it exists today. For instance, Chanel brought her sleek, functional designs and introduced pants for women; Dior created the shapes and silhouettes of the so-called “New look”; Saint Laurent propelled both the rise of couture and ready-to-wear, inventing the tuxedo suit for women. It’s incredible how these designs still represent some of the distinctive characteristics of the huge brands these designers have founded.

Italian family heritage. The most important Italian fashion houses somehow rely on their family heritage and tradition, that are passed through generations. For example, Guccio Gucci founded his legendary company drawing on his father's know-how as a leather goods maker. Miuccia Prada took over his father’s company and reinvented it with her minimalist style. Lastly, Versace was founded and brought to success by Gianni Versace in the ‘90s, thanks to his powerful imagination and the endorsement of the beautiful models of the time.

Some of the most popular American designers started their businesses completely relying on their own strength. Ralph Lauren, for example, was born in an immigrant family in the Bronx and started his own company having only a few business classes. Little by little, he developed a high-class brand and became popular for his clothing fit for movie stars. Seemingly, Michael Kors struggled to make the brand successful, but thanks to his celebrity fans and to his appearance in Project Runway, he’s become a mainstream household name. Likewise, Tom Ford started his career as an actor, and after a lot of efforts, he made his way to Gucci. He became famous for turning around the brand with a series of smoldering advertising campaigns, before setting up his namesake brand.


Armani - From fashion to lifestyle

Giorgio Armani is one of the most popular and productive Italian fashion designers. He founded his own brand in 1975, characterized by clean and tailored lines. Step by step his brand became a Corporation to include several brands, offering different products addressed to different targets. Starting with clothing, underwear, swimwear and accessories for men and women. The company then expanded into introducing Armani Junior, Armani Jeans and Emporio Armani that consisted of more stylish products at affordable prices. More interestingly, through the ages, the brand has extended to lifestyle bringing its unique elegance to perfumes, hotels, restaurants and cafés worldwide.

The new Gucci of Alessandro Michele

Alessandro Michele was appointed as the creative director of Gucci in January 2015, when he was relatively unknown to the wider world. Since then, the brand has returned to peak cultural relevance and extraordinary financial success. Michele has infused Gucci with a new spark and life. He is inspired not by fashion but by life, preferring gender fluidity, the street over the catwalk and eccentric excess over the streamlined good taste. In fact, he isn't just selling robes, slippers or handbags; he's selling a sensibility: eccentric, eclectic and inclusive. And he's doing it with every mode of communication at his disposal.