Giorgio Armani now – creator, businessman, and visionary at 91

Cameras in the spotlight follow a figure dressed in a perfectly tailored suit, expertly adjusting the fold of a model’s gown backstage at the Emporio Armani 2025 show—that’s Giorgio Armani, the 91-year-old designer who still personally oversees every detail, as whispers of admiration ripple through the team and guests alike.

The king still rules the runway: why Armani continues to set the trends

In the world of fashion, where trends come and go like migrating birds, one question arises: what drives a visionary who has long since achieved legendary status? Is it the power of experience, or perhaps an endless desire to experiment, that allows someone—even after nine decades of life—to continue setting the style for entire generations?

In 2023, the Armani Group’s revenues reached €2.4 billion. The brand boasts over 600 boutiques across five continents. Despite being 91 years old, the designer himself shows no signs of slowing down, remaining a formidable presence among younger competitors, and his name continues to open doors to the industry’s most prestigious events.

“Elegance is not about being noticed, but about being remembered.”

These words from Armani serve as a true guidepost for modern fashion—discreet luxury, consistency, and perfect timing. Who is Giorgio Armani today: a strict creator, an unpredictable strategist, or a rebellious visionary? How does he manage to maintain his authority in an era of rapid consumption and digital transformation?

Fashion Against the Current: The Contemporary Face of Armani

Instead of chasing fleeting trends, Armani focuses on timelessness and subtlety. His collections consistently set new standards, disregarding seasonal runways in favor of long-term trends. The attention to detail, visible even during quick backstage adjustments, reflects unwavering passion and perfectionism. The Armani brand is now synonymous with quality and independence. It also embodies sophistication that attracts both loyal clients and new, younger generations.

Numbers that speak louder than words

It’s impossible to discuss Armani’s current significance without hard data: €2.4 billion in revenue in 2023 and over 600 boutiques worldwide are figures that speak for themselves. This is not only a testament to financial stability, but above all, proof that a global audience still trusts the vision of the 91-year-old creator.

Here are three threads that are key to understanding his phenomenon: what Armani’s daily work looks like, how he continues to grow his fashion empire without losing authenticity, and what role he plays in shaping the future of the industry.

Let’s start with his daily work…

A Designer’s Daily Life: How 91-Year-Old Armani Steers the Creative Helm

Few fashion creators manage to maintain a fresh perspective and unwavering passion into their nineties, yet Giorgio Armani proves that creativity knows no age limits. In 2025, at 91 years old, Armani remains the heart of his own fashion house. And every day, he is living proof of how the master’s personal presence shapes the final form of the collections. It’s not just about style. Above all, it’s a philosophy, discipline, and visionary commitment that leads the team to new discoveries every day.

Daily rhythm and morning ritual

• At 7:00 AM, the designer’s day begins—reviewing sketches spread out on the black, matte table in his home at via Borgonuovo 21.
• A moment of focus over paper turns into a conversation with assistants—the first team meeting takes place even before breakfast.
• Armani personally refines the lines, adds notes, and sometimes surprises everyone with a new idea that appears unexpectedly.

Here, in the intimate atelier, the designer lays the foundations for the upcoming collection and proves that precision and routine can lead to creative freedom.

Creative process: sketches, fabrics, choices

At the heart of the day are creative decisions. Around noon, Armani moves on to the material selection stage. The team brings in samples, but it’s the designer who makes the final call on key details.

• The priority for 2025 is the use of recycled fabrics. The latest spring/summer collection (SS 2025), which premiered at Milan Fashion Week on 22.09.2024, was created largely from RWS-certified wool.
• It’s often observed how Armani personally tests the texture of the fabric, assessing its lightness and durability in his hands.

“I’m always seeking a balance between elegance and responsibility,” the designer often tells his colleagues.

His openness to experimentation is also evident in his approach to designing gender-fluid clothing: lines remain fluid, silhouettes are unconventional, and classic style meets modernity.

Behind the Scenes of SS 2025: The Master’s Handpicked Selections

The premiere of the collection SS 2025 in Milan became an opportunity to showcase just how deeply Armani is involved in every detail. Behind the scenes of the show reveal not only the team’s dynamic but also the designer’s specific gestures:

• It was he who, just a few hours before the show, personally selected the shade of navy blue for the new “New Iconic Jacket” tuxedo.
• Precise comparison of samples and multiple pattern adjustments are part of daily life at the fashion house’s atelier on via Borgonuovo 21.
• Decisions made just moments before the models step onto the runway reflect constant vigilance and attention to the final result.

Armani’s work in 2025 goes far beyond fashion—his approach is setting new standards. What’s more, he inspires new generations of designers. Creativity is just one piece of the puzzle—his empire reaches much further…

Empire beyond clothing: hotels, real estate, and the green transformation

Closing doors of a luxurious elevator, followed by a moment of silence—and then, a view of the spectacular lobby of the Armani Hotel Dubai. Here, in the very heart of the Burj Khalifa, visitors can experience the Armani lifestyle not only through fashion, but also through architecture, design, and world-class service. Giorgio Armani has created an empire that goes beyond fashion, with each of his new financial and social initiatives combining vision, precision, and a commitment to the world we live in. This section highlights the tangible scale and impact of these endeavors.

Business diversification: from hotels to home luxury

Thanks to its expansion into the hospitality, premium real estate, and beauty sectors, the Armani brand demonstrates its ability to create value beyond traditional fashion. “Luxury is a lifestyle, not just clothing”—this statement by Giorgio Armani perfectly captures the direction of this diversification. Armani Hotel Dubai, opened in 2010, reached an average occupancy rate of 85% in 2024, while the Emirates “Armani Residences” apartments—with 144 units sold by 2025—have become a symbol of modern prestige.

Philanthropy and Social Responsibility in Times of Crisis

In the face of the COVID-19 pandemic, the Armani brand immediately demonstrated that global success requires empathy and concrete action. Notably, in March 2020, Giorgio Armani personally donated €2 million to hospitals in Lombardy and Italian medical institutions. At that time, the company completely shifted part of its factory production to sewing protective gowns for doctors and nurses. > “Social responsibility means taking action when it is necessary—not just when it is convenient,” emphasize representatives of the company.

Green transformation: from values to emission reduction

In 2020, the “Armani/Values” strategy was launched, setting clear goals for environmental protection as well as social responsibility. The most important of these is, of course, a 30% reduction in CO₂ emissions by 2030, achieved through investments in green technologies, reducing plastic consumption, and ensuring supply chain transparency. Educational programs for employees, along with long-term investments in eco-friendly materials, are becoming the rule rather than the exception.

Luxury, once synonymous with glamour, is now increasingly seen as a guarantee of responsibility towards people and the planet. Yet even the greatest empire needs a successor…

Succession without secrets: who will take the helm after ‘Re Giorgio’ steps down?

At 91, Giorgio Armani shows no signs of slowing down, but the realities of the fashion business demand a conversation about the future. After decades of independence, the brand stands at a crossroads: keep control within the family or open up to international consortiums? In recent interviews, the designer is candid—decision time is near, and the luxury world is watching every move.

“I’m giving myself three years,” announced Giorgio Armani in an interview with “Corriere della Sera” (02.04.2024), clearly indicating a possible retirement date in 2027.

Internal candidates: Silvana Armani and Leo Dell’Orco

Silvana Armani, who has been part of the accessories department for years, is known for her deep understanding of the brand’s DNA. Her dedication, discretion, and talent are recognized not only within the company but, above all, by industry experts. At the same time, Leo Dell’Orco, the production director, is valued for his commitment to high quality and seamless collaboration between teams. Both have an insider’s knowledge of the company and enjoy Armani’s trust.

In the shadow of giants: the risk of takeover by luxury conglomerates

Rumors about interest from groups such as LVMH or Kering regularly surface in industry media. Supporters of such a move point to easier access to global markets, technology, and capital. On the other hand, there are arguments against it—loss of creative independence, dilution of brand value, and the risk of gradually eroding the family identity that has cemented customer loyalty for decades.

Scenario matrix: three pathways for the future

• Passing the reins to a chosen successor from the family or team
  • Continuation of the tradition of independence.
  • Strong emphasis on preserving the brand’s aesthetics and values.
  • Potential challenges in managing change and market expectations.
• Sale of all or part of the shares to a giant like LVMH/Kering
  • Capital injection and marketing support.
  • Opportunity for rapid global expansion.
  • Loss of control and risk of the brand becoming just one of many in the conglomerate’s portfolio.
• Transferring ownership to a trusted trust or foundation modeled after Ferragamo
  • Ensures long-term organizational independence.
  • Protects against hostile takeovers and unexpected ownership decisions.
  • Challenges related to maintaining strategic flexibility in a changing market environment.

No matter who takes the helm, Armani’s legacy offers important lessons for anyone building a brand with future generations in mind. In a world where fashion is increasingly shifting away from craftsmanship toward global strategies, the decisions made today by “Re Giorgio” and his team may set a new standard for succession across the entire industry.

Timeless elegance: lessons from Armani’s history

For decades, Giorgio Armani has not only set the tone for global fashion, but above all, has taught that elegance is a path that goes beyond seasonal trends. Today, at 91, he is living proof that innovation, authenticity, and longevity in business can go hand in hand—even in the most competitive industries. Regardless of where you are in your career, every entrepreneur and creator can draw inspiration from his approach. Below you’ll find practical lessons worth putting into practice.

Simplicity – the foundation of every project

Minimalism has defined Armani’s style since the very beginning of his career. You won’t find unnecessary embellishments in his collections; every cut and fabric is carefully considered. It is this simplicity that has made his brand synonymous with timelessness. Jackets with soft shoulder lines have revolutionized the concept of luxury. In practice: focus on clear messaging and a transparent brand identity.

Durability – a value that outlasts fashion

Instead of chasing fleeting trends, Armani focused on products designed to last for years, both in terms of quality and design. This approach attracts discerning customers and builds loyalty. His suits from decades ago still look contemporary. Apply this principle to your own actions. Invest in solutions that won’t become outdated after just one season.

Authenticity – the foundation of trust

Giorgio Armani has never hidden his inspirations drawn from Italian art and culture. He has stayed true to himself, which has given his brand a unique character. Consumers can sense authenticity—that’s why, by building a genuine story and values, you gain the chance for lasting relationships with your audience.

New markets and sustainable development – a perspective for the future

According to McKinsey Fashion 2025 forecasts, fashion industry sales in Asia are expected to grow by an average of 15% annually until 2030 (source: McKinsey Fashion 2025). This means that the future, both for emerging brands and established designers, lies in embracing new markets and adopting a sustainable approach. Develop your skills, experiment with innovative materials, and ensure transparency in your production processes. Strengthen your personal brand by making ethical choices.

Create your own brand manifesto – a step-by-step mini exercise:

1. List the most important values you want to follow in your work.
2. Briefly describe what sets your brand apart from others.
3. Define how your offer brings a positive change to your customers’ lives.
4. Formulate a single sentence that summarizes your mission.
5. Hang your manifesto in a visible spot and refer to it when making key decisions.

The story of Armani is a reminder that true greatness knows no limits of age or time. Every decision, every design, and every value create a path that can inspire generations to come.