Giorgio Armani has
entered into a multimillion-dollar partnership with Lady Gaga. The relationship
is being shepherded by Armani's niece Roberta Armani, who heads up VIP
relations for the company; she contacted Gaga's stylist Nicola Formichetti last
November after seeing the singer perform live at the American Music Awards in
Los Angeles, wanting to see if Lady Gaga would consider wearing Armani for the
Grammy Awards. Giorgio Armani sketched out three designs for the occasion — all
of which Gaga ended up wearing.
It is unusual for
Armani to design specifically for one person — brand loyalists like Cate
Blanchett and Michelle Pfeiffer typically chose existing outfits from the
collections — but, Roberta Armani says, "It wouldn't be possible to give
Gaga a look from the collection because she wears pieces of art. It's
theatrical." She adds that Lady Gaga has helped the company think younger:
"A huge company like Giorgio Armani has the duty to always be alert to
trends and what appeals to young people
Post-Grammys, Gaga
reached out to Armani about her Alejandro video — she wanted tight black
military-style leather suits for the male dancers; the suits not only showed up
in the video, but in the Emporio Armani men's fashion show in June (the
"Alejandro" video played on the runway backdrop). Armani has since
dressed Lady Gaga for the MTV Video Music Awards, her appearance on American
Idol, and for her "Monster Ball" concert tour. He's soon to start
working on costumes for her concert in Italy in December. But the two have yet
to meet.
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