Giorgio Armani

""Milan to live, to dream, to enjoy. This Milan… to drink," the Amaro Ramazzotti commercial captures the metropolis that conquers the world. Milan is the place to be to ride the hedonistic Eighties, those years in which Bettino Craxi and Silvio Berlusconi make the rules. The fashion designers – a term that virtually did not exist until the Seventies – become the stars of the decade; fashion week is the epicenter of a changing world. Credit goes to the three greats, nicknamed "the three G's": Giorgio Armani, Gianfranco Ferré, and Gianni Versace, the latter a visionary young man from Calabria and, a little later, the inventor of an international phenomenon, the supermodels. In 1986, President of the Republic Francesco Cossiga opens the doors of the Quirinal Palace to a large reception in honor of seven of the major Italian designers: Armani, Versace, Ferré, Valentino, Fendi, Krizia, and Ferragamo, and confers various honours on them. The awardees are among the protagonists of the made in Italy that has made fashion the second sector of the Italian economy, after tourism. "King George" Armani is the absolute protagonist of the phenomenon. Together with his partner Sergio Galeotti, he decides in 1975 to establish his own brand. He achieves global success in a very short time."

"King Giorgio is looking for lines completely different from those Luxottica was proposing. After endless meetings, they arrive at a round style typical of English models of the time. The famous metal ovale is born, which will become an icon. Armani himself adopts it personally and will never leave it. From the late eighties, the oval eyeglass for either prescription or sunglasses enters the official iconography of the designer, in photos that portray him with his inseparable black t-shirt."