Dear reader, today we are celebrating many things. We are welcoming Spring, all the new collections arriving in stores; we are celebrating the sun, the good weather; and of course, we are celebrating Armani’s 40th anniversary, with a dedicated website called #Atribute.
Four decades ago, in 1975 Giorgio Armani created his first line. During this time, the designer earned the name of The King of the Made-in-Italy, defined the 80’s with his power suits and designed the spectacular Lady Gaga’s “Monster Ball” tour wardrobe. To celebrate this and many other achievements, the brand has launched a digital campaign, where the consumer participation is claimed.
Armani launched its campaign on social media, telling consumers about the project and driving traffic to the microsite, where during 40 weeks, once a week, they will showcase episodes of Giorgio Armani’s life. A key element in this campaign, is the importance of the hashtag, #Atribute, which is a match between the word Armani and Tribute. This hashtag, gives the users the opportunity to share their feelings and stories towards the brand, and so, gives them the opportunity to engage even more with the initiative.
As the Business of Fashion‘ editor, Imran Amed, said earlier: the younger generation doesn’t want to remain “exclusive and distant. Rather, they want upstream access to feel a part of the brand as it happens”. This sentence couldn’t explain better the phenomenon Olivier Rousteign – Creative Director of Balmain- and the digital actions that Luxury brands are taking where consumers are more and more engaged and involved. In my opinion, Armani is doing a very cool action to interact with younger consumers. Not only Armani is teaching them about the brand’s success through the years, but also is allowing them to feel important to the brand by participating in such a wonderful tribute.
Some of Armani's latest apparel and fragrances campaigns
Why a Luxury brand would throw such a personal approach from the designer to the world? Why not wait till a more remarkable figure, like the 50th anniversary? Giorgio Armani is turning 80 this year and in my opinion, he is preparing himself and the fashion audience for a possible departure of his formal position inside the brand. This week Roberto Cavalli took the opportunity of hiring Peter Dundas as creative director. The main reason to do this is because Roberto is turning 75 years old, and the brand has to get ready for the moment its founder will leave the company.
Armani launches a site that pays homage to its designer, Cavalli makes a very popular move hiring one of the most wanted creative directors. In one way or another, each of these legendary Italian Designers are preparing to say goodbye. I personally wanted to thank, as (half) italian woman, the amazing job they have done, and the huge contribution they gave to the history of fashion and to the history of Italy.