Giorgio Armani, letter to the fashion world: "I don't want to work like this anymore, we have to slow down and stop waste"

    Giorgio Armani, letter to the fashion world:

    Giorgio Armani wrote a letter to the fashion world asking for a concrete change: no more waste, no fashion fast

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    Giorgio Armani has a certain style and not only with regards to clothes and collections. In a recent letter addressed to the fashion world, he put pen to paper a series of very important considerations on the moment we are living in and on the future of his sector which must necessarily change, "Slow down" and become more ethical.



    In this health emergency situation, Giorgio Armani has already made himself known several times for a series of actions that have seen him protagonist. First of all, he was one of the very first to not underestimate the coronavirus situation, so much so that he decided to present his new collection behind closed doors in Milan, then he distinguished himself for having donated 1,250 million euros to hospitals and finally converted the production of all its factories to make disposable gowns for doctors and nurses.

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    Now a letter from the well-known designer has been published on WWD Women's Wear Daily, a magazine dedicated to the world of fashion, read mainly by professionals. Here Armani made some very important reflections on the present but also on the future of his sector which after this experience will undoubtedly change.

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    In the letter Armani attacks "fast fashion", that is the disposable fashion, of constantly changing, of always having everything at hand, regardless of the seasons. A way of doing that is absolutely no longer acceptable and that it defines as immoral:

    "The decline of the fashion system, as we know it, began when the luxury sector adopted the operating methods of fast fashion with the continuous delivery cycle, hoping to sell more ... I don't want to work like this anymore, it's immoral. It makes no sense that my jacket, or my suit, live in the shop for three weeks, immediately become obsolete, and be replaced by new goods, which are not too different from the one that preceded them. I don't work like this, I find it immoral to do so ".


    And then it continues:

    “I have always believed in an idea of ​​timeless elegance, in the creation of clothing that suggests a single way of buying them: that will last over time. For the same reason I find it absurd that in the middle of winter there are linen dresses in boutiques and alpaca coats during the summer, for the simple reason that the desire to buy must be satisfied immediately ".

    But that's not all, Armani asks its sector to make concrete gestures, to change, to slow down:

    “This system, pushed by department stores, has become the dominant mentality. Wrong, we must change, this story must end. This crisis is a wonderful opportunity to slow everything down, to realign everything, to draw a more authentic and true horizon. Enough spectacularization, stop wasting".

    The stylist then tells what he is doing in person to make a change right away:

    “For three weeks I have been working with my teams so that, after the lockdown, the summer collections remain in boutiques at least until the beginning of September, as it should be. And so we will do from now on.  This crisis is also a wonderful opportunity to restore value to authenticity: enough with fashion as a communication game, with fashion shows around the world, for the sole purpose of presenting bland ideas. Just entertain with grandiose shows that today turn out to be for what they are: inappropriate, and I mean vulgar too.
    Enough with the fashion shows all over the world, made through journeys that pollute; with the waste of money on the shows, I'm alone brushstrokes of enamel affixed to nothing.
    The moment we are going through is turbulent; but it offers us the truly unique possibility to fix what is wrong, to remove the superfluous, to rediscover a more human dimension ... This is perhaps the most important lesson of this crisis "


    And if it is Armani who says it, we hope that many, out of fashion or real conviction, will follow him.

    Source: WWD/Instagram

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