WWD-You have always maintained that theatrical shows are meaningless. Why is that-and what's the future of fashion shows? ARMANI- Fashion shows are the only tool to move your audience, a group made up of friends, VIP's, the press and buyers. It's a first impact, and the 110 looks that come down the runway sum up the essence of the season. It's a spectacle that has to have follow-thru at retail. [Bernard] Arnault once said to me that [John] Galliano's clothes may not make commercial sense, but that his China theme increased the sale of cosmetics. That's a different story. Galliano is great at inventing images that don't exist in ordinary life but which have great impact on the runway. These are two different realities that shouldn't be put on the same level. Someone like me has fewer elements to work with-the models, the lighting, the music-because I think in terms of sales. I want to sell clothes...not cosmetics.