Armani Celebrates 20 Years of Haute Couture—See the Photos
For the uninitiated, unbelievably transparent weightless organza gowns, mesmerizing feather embellishments, and jeweled clothing decked out with crystals and pearls is the norm at Armani Privè, Armani’s line of haute couture. It’s pure, unbridled glamour made of the rarest kind of fashion dreams. Giorgio Armani himself describes it as “a celebration of beauty, of the skilled hands that create it and of experimentation that enlightens and inspires.”
And so it’s fitting that stars and clients alike came decked out in their most embellished looks tonight as Armani Privè held its spring/summer 2025 couture 20th anniversary show in Paris. Demi Moore, Jessica Biel, Dianna Agron, and more sat front row. Dubbed “Lumières, the collection mixed flashes of Southeast Asian-inspired tailored with 1920s glamour.” Picture sequined gowns bejeweled with crystals, transparent metallic wonders that dazzled under the light, and glittering crystal mesh caps covered in huge, chunky rhinestones. The brand described the collection as crossing “eras and thoughts, places and fantasies,” in the show notes. And, for the first time ever, the show took place inside Palazzo Armani, a historic building dating back to 1864-65 that houses the atelier and offices, replete with rich stuccoes, marbled walls, and richly decorative paintings. Against the maximalist rococo surroundings, the slinky beaded gowns popped. Some were so heavy and fully embellished that they could be heard as they were worn down the runway—like fashion ASMR.
There was no finale; instead, Giorgio Armani himself closed the show arm-in-arm with a model while waving to the audience, and the crowd went wild. Few designers are as iconic and long lasting as Mr. Armani, and few have been at the helm of a namesake brand as long as he has. At 90 years old, he’s indisputably one of the last fashion greats, and he recently told reporters that he plans to retire within two or three years. The designer founded his namesake brand in 1975, and 20 years ago, in 2005, Armani made its first foray into haute couture with the introduction of Armani Privè.
“These twenty years of Privé have been a liberating journey, one that continues to satisfy me both creatively and from a business perspective, which is never a secondary aspect,” says Armani of the occasion. “Haute couture has allowed me to explore a different side of my style, one that is both complementary and alternative to prêt-à-porter, yet unified by the search for a timeless, linear, and high-end signature style. I would describe these years as the story of another Armani—freer and more glittering—but still unmistakably the Armani that everyone knows.”
In the Armani Privè universe, dreams serve as the ultimate source of inspiration. Take, for instance, the sophomore fall/winter 2005-2006 collection, which reimagined everyday daytime clothing as amped up, crystallized couture. Fall/winter 2011-2012 was a tribute to Japan and all of its cultural influence, through the Armani lens. In 2012, Armani Privè turned its eye to Beijing and created a collection inspired by China, and in 2015, the brand celebrated the first decade of Privè by looking back at all the wildly glamorous archival looks to date.
Armani exploded in pop culture and became the stuff of fashion legend in the 1980s, when American Gigolo featured Richard Gere in epic tailored Armani suits, and that’s part of what makes the label’s couture offering so interesting, too. That mastery of tailoring comes through in so many of the archival Armani Privè looks, whether it’s manifested through a gown that comes with a hidden tailored detail, or an over-the-top cobalt blue beaded suit as seen in the spring 2025 collection.
“Haute couture is both a dream and a service,” Armani adds. “It’s not about creating clothes for beautiful photos or memorable editorials, but designing for a real clientele—people of undeniable privilege who have occasions and commitments that demand a certain dress code. A haute couture dress is handmade and made-to-measure, allowing me to explore realms of fantasy, freedom, and fascinating experimentation. It is a chance to express my vision of style and elegance through craftsmanship and savoir-faire in ways that prêt-à-porter does not allow.”
A feathered gown from Armani Privè fall 2015.
An embroidered floral cape from Armani Privè fall 2017, paired with tailored pants.
A demonstration of Armani Privè’s tailoring applied to gowns in the fall 2018 collection.
Ruffles, sequins, and embellishment at Armani Privè fall 2021.
A textural gown presented in spring 2007, marking one of Armani Privè’s early collections.
A fluid, liquid-like dress at Armani Privè spring 2010.
A colorful transparent cape dress from Armani Privè spring 2010.
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