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Reuters
Armani Resuscitates Dying Haute Couture
52 minutes ago
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By Jane Barrett
MILAN (Reuters) - Haute couture is dead. Long live haute couture!
Just as other houses cut back on their hugely expensive high fashion shows, Giorgio Armani is sashaying onto the scene.
Long evening gowns studded with thousands of crystals, hand printed silk shifts flouncing out over bustles and satin jackets embroidered with colored jewels -- Armani went all out to prove he is king of the red carpet on Tuesday.
Armani, who put Milan on the fashion map with his relaxed, smart style, said he was now ready to take on the haute couture kings of Paris.
"Personally I'd really enjoy showing in Paris with the haute couture crowd. But first I want to work at this and see if we sell," Armani told reporters before his spring/summer 2005 show.
The 70-year-old designer said there was still a market for five-figure dresses, defying the likes of Versace and Emanuel Ungaro who have stopped showing haute couture to focus on pret-a-porter.
"A woman with spending power wants to be protected from the run-of-the-mill luxury market. The last thing she wants is to see her secretary touting the same bag," Armani said.
But Armani, who has grown his brand from a two-man show to a billion-euro business, was more rigorously commercial and showed dresses that could walk straight on to the red carpet rather than the over-theatrical costumes paraded in Paris.
Each hand-made piece will take two months to create and cost upwards of 10,000 euros.
Armani also showed a pastel-colored set of neat satin jackets, flowing skirts and wide-cuffed trousers that could head straight to the shop rail.
Drawing on the very different inspirations of modern-day China and the surrealist designer Elsa Schiapparelli, Armani added a straw hat to most outfits, shaped either like 1930s turbans or like rice pickers' triangular caps.