Prada and Armani are giant names; they are houses people recognize whether they follow fashion or not. Yet, few truly understand the differences in their approaches to design. They represent a spectrum in fashion; Miuccia Prada is the directional and forward-thinking designer who helps create the seismic shifts that inspire other designers to see things differently. Giorgio Armani is the designer that came out with a signature look at the onset of his career (shoulder-less, sharp, deconstructed suit) and has a specific consumer that comes back season after season for slight modifications to beloved looks.
Armani SS 2011 (Left) and Armani SS 2012 (Right)
This season, each perfectly fulfilled their specific roles. When describing collections, terms that often come to mind are ‘directional’ or ‘innovative.’ When a collection is great, it usually incorporates those two characterizations because they signal that changes are coming, that something exciting is happening in fashion. Yet, this perception can exclude great designers like Armani.
Armani is not looking to create the most innovative collection. His focus lies in making functional, well-made, tailored and beautiful clothing. That is what he makes, and luckily, that is what his consumers look for. His business wear and evening wear are for a specific clientele and is well marketed through award show presence, cinema wardrobe and extravagant parties. The Armani consumer wants suits for work, dresses for evenings, simple color palettes and sexy professionalism: effortless elegance.
