It is named Privé, or private. A term evoking rarity, uniqueness, and personal aesthetic pleasure to be worn. Launched in January 2005, Giorgio Armani Privé is the haute couture line born from a vision of modern creativity, expressed through refined lines, exquisite craftsmanship and fabrics, and jewel-like embroidery, created with masterful artistry.

“Haute Couture allows me to step into a realm of captivating fantasy and experimentation, enabling me to express my vision of style and elegance through the art of savoir-faire in away no other medium can”,

explains the designer.

In haute couture, he finds complete creative freedom, tempered by the restraint that defines his signature style.

Today, Armani Privé celebrates a significant milestone: twenty years since its debut collection, unveiled in Paris in January 2005 within a refined and minimalist setting.

From the very first show, its style stood apart. Bias-cut cady dresses flowed elegantly with each step, while delicate, almost weightless chiffon adorned with crystal, jet and pearl nets outlined ethereal silhouettes. One-of-a-kind creations paraded down the catwalk, showcasing the patient, meticulous artistry of the atelier at the historic palazzo at Via Borgonuovo 11 in Milan.

Since then, each collection has conveyed a new idea, an unexpected interpretation and a fresh perspective. The Autumn/Winter 2005/2006 collection, for instance, revealed the unprecedented contemporary allure of daywear, reimagined and elevated to aluminous new dimension. Similarly, Hommage au Japon (Autumn/Winter2011/2012) paid tribute to a country whose refined culture has long in spired the designer. Then came Nude (Autumn/Winter 2013/2014), a collection rich in second-skin lace, so ethereal it seemed immaterial.

A sophisticated expression of originality and mastery, Armani Privé also marked landmark moments such as One Night Only in Beijing (2012), where the designer presented 15 extraordinary creations inspired by China, and in Paris (2014), with the Nomade collection, celebrating the essence of Armani's decorative art through endless iridescent Miyuki reed embroideries. In 2015, the company’s 40th anniversary was commemorated with a major show retracing the first decade of Armani Privé. An iconic procession of masterpieces that embodied Giorgio Armani's haute couture dream.

Dreams are a recurring theme in these collections: reflections of distant places and evocative atmospheres, with palettes that shift from collection to collection, adding intense notes to neutral hues. The Spring/Summer 2020 collection, for example, in which peacock green, bluette, fuchsia and red shaped imaginative ikat patterns. In subsequent years, the designer distilled his aesthetic language into extraordinary creations for special occasions, timeless in allure. For Spring/Summer 2023, he envisioned a dance of lines, light and colours vibrating delicately, as if refracted through a prism. This was Rondo’ Armaniano, a collection also unveiled at One Night Only in Venice, the city that inspired it. The influence of other cultures resonates in the elongated silhouettes of the Autumn/Winter2023/24 collection, which reinterprets the rose motif with GiorgioArmani's characteristic precision and sensitivity.

The Spring/Summer2024 collection exudes a playful tone, once again embarking on a journey from West to East: kimono-inspired gowns, petite bodices, long jackets, trousers tapered at the ankle and airy, voluminous dresses. Yet, it is in the subsequent Autumn/Winter collection that the designer's mastery in reinterpreting pearls,a timeless element imbued with symbolic meaning, truly shines. Envisioning women with a serene yet seductive allure, Giorgio Armani dresses them in creations of pure, lunar beauty, where intricate embroidery plays poetically with light. “Haute Couture is fashion when it becomes art”, affirms Giorgio Armani.

The sensory pleasure evoked by Armani Privé extends over time with the introduction of Haute Joaillerie, tailor-made masterpieces of goldsmithing, and an olfactory dimension, brought to life with rare and precious ingredients, just as exquisite fabrics enhance the allure of the garments. These essences are captured in bottles with pristine lines and smooth, pebble-like caps, forming a true collection of refined fragrances.