Giorgio Armani has created a new perfume. And this can be taken literally: as always, the maestro personally participated in the creation of the fragrance and drew a sketch of the bottle with his own hand.
Meticulousness, perfectionism, absolute control – Giorgio Armani, one of the most famous fashion designers of our time, never hid these uncomfortable qualities. He is not offended when his colleagues call him “control Frick” behind his back.
Meticulousness, perfectionism, absolute control – Giorgio Armani, one of the most famous fashion designers of our time, never hid these uncomfortable qualities. He is not offended when his colleagues call him “control Frick” behind his back. And he is even proud: “Yes, I am a perfectionist. Yes, I do not tolerate compromises. This is what allows me to stay true to my values and principles.” Signor Armani’s penchant for total control over everything related to his work is legendary. He comes to shows at the same time as models and make-up artists, he watches absolutely everything: the shade of lipstick, the diameter of the curls, the gestures of the ironers. Fearing incidents during the dressing up of models, Giorgio secured only one dress for each of them. Costs do not bother him, the main thing is quality. “I work not on every centimeter, but on every millimeter,” the maestro repeats with a challenge. The same thing is happening in his cosmetics empire: unlike his colleagues in the shop, Giorgio Armani does not give his name to marketing teams. He personally works on the concept of each tool, trying to bring a part of himself into it.
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So, for the new perfume Sì, Giorgio Armani, the master himself drew a sketch of the bottle (he was inspired by the sculptures of the French sculptor Brancusi) and, of course, he himself participated in the development of the fragrance formula. But Armani did not stop there and handed over two more sketches to the employees, which depicted the image of the actress, whom he had already seen in his imagination as the face of the new perfume! Armed with drawings, the Armani team spent a long time and carefully comparing them with photos of movie stars. The greatest similarity was found in the appearance of Cate Blanchett. She, with the approval of Signor Armani, became the personification of Sì. “I never look for easy ways and always challenge myself,” Giorgio Armani commented laconically on this story. Who would doubt that!