ARMANI'S ANTI-CELEBRITY STATUS
GIORGIO ARMANI has criticised the fashion industry for laying too much emphasis on celebrity, claiming that the trend for old labels bringing in new "star designers" discouraged loyalty and brand continuity. As key speaker at the International Herald Tribune's annual conference in Paris yesterday, Armani said that fidelity was key to the success of his business. "Our industry is obsessed with the idea that to be successful, you need highly paid geniuses," he said, through an interpreter. "Forget highly paid geniuses. Loyalty is more important. I have people who have been with me for 25 years - not highly paid geniuses who move from one company to another leaving no trace behind them." During the Q&A session following his typically provocative address, Armani, 69, conceded that he would not be able to run his own $2 billion company forever, admitting that its future could lie with LVMH, like so many fashion houses before it. "Mr Arnault, pay attention," he joked, adding: "I'm no longer 20. And I'm perfectly aware that the situation can become grotesque. To still be in command as a designer at 85 seems absurd. On the creative side, I have people working with me whom I have trained, who will be able to carry on my work brilliantly." (December 5 2003, AM)