Special envoy to Milan
Forty years ago, Giorgio Armani created Emporio Armani. At the time, even the word "Emporio" (bazaar in Italian and not empire as one might think) caused a scandal, considered too "general public". In the early 1980s, no fashion designer had risked devaluing his name by addressing more only luxury ready-to-wear customers, but Mr. and Mrs. Everybody. The visionary who wants to dress the street, imposes the idea of an Italian streetwear with 4 × 3 advertising campaigns in big cities, starting with his own, Milan. In 1984, via Broletto, in the heart of the Lombard city, he displayed his new advertising on the facade of a building. Never seen. The location still used by the brand has since become an integral part of street furniture. Very quickly, the
Paninari
Milanese golden youth in Moncler down jackets and Caterpillar boots, tear off their eagle-branded jeans on the back pocket.
Of these twinks
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