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Giorgio Armani's open letter

Apr 10, 2020 Italy
Giorgio Armani's open letter
Reacting to an article published by WWD, the Italian designer wrote an open letter underlining that luxury shouldn’t imitate fast fashion
“The decline of the fashion system as we knew it began when luxury adopted fast fashion methods”, Giorgio Armani wrote on the letter sent to WWD, and added: “The top of the range imitated the frenetic pace of endless deliveries, hoping to sell more. But luxury cannot and must not be rapid. It doesn’t make sense for my creations to stay in the shop three weeks before they become obsolete. I don’t work like that and I find it immoral”.

The Italian designer defends that luxury needs to focus back on authenticity and cannot be routine: “The crisis is also an opportunity to get back to the value of authenticity. Special events must be dedicated to special moments, they cannot be routine”.


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