Wednesday, April 18, 2007

No collaborations for Armani

Giorgio has always liked luxury, and his latest Armani Casa range is a testament to that. He also expressed his distaste for high street collaborations with celebrities at Milan's Salone del Mobile opening. "H&M is fantastic, but this kind of strategy is depressing because it plays with people's sense of inadequacy, treating customers as schmucks because they need the endorsement of a high-profile person to feel worthy," he said. Not that the designer is averse to budget retailers - he admits that most of his yacht is furnished with one particular yellow and blue logoed Swedish firm: "Ikea is exceptional and I sometimes imagine a category of products within my Casa line that will still give emotions but are less costly." The made-to-measure furniture is specifically aimed to mirror that offered by his new bespoke tailoring and his Prive couture collection - with regards to both service and price point. "In furniture, too, there is glamour and luxury that must be apparent, so that it differentiates itself - and justifies the price tag," he added.

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