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" Marketing is not a nice word, but the world is about marketing now. "

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" You can think you've made it and yet the next day's press will always be waiting for you, the public will always ask more of you. In short, you can always do better! "

" I don't like women who follow fashion in the sense of becoming victims of it. I like women who have elegance, who have allure, who use fashion, rather than the other way around. "

" When I started, I had nothing. Because my family was really, really, really poor. "

" Without insecurities, I think one becomes a little bit of an idiot. "

" This is very much my philosophy as a fashion designer. I have never believed in design for design's sake. For me, the most important thing is that people actually wear my clothes. I do not design for the catwalk or for magazine shoots - I design for customers. "

" I learned little by little. I learned how to draw. I learned how to tell the difference in the quality of fabrics - the subtle differences. I started with collections for men. So my first collection for women was deeply inspired by male roles. "

" My well-known aesthetic sense, which is so obvious and personal, spontaneously spurs me to challenge myself with different disciplines. "

" I have never had anything to do with the kind of fashion that is influenced by the press or identified with the spirit of the season. My clients come for me; they come back each season for my spirit. That's the reality. "

" I didn't have a happy childhood. "

Happy Childhood

" These days, as I am older and wiser, I realize that there is a danger in becoming an icon, as people can see you as remote and untouchable, and they are less willing to tolerate you doing things that don't fit with their preconceived idea of you. "

" I wanted to dress the woman who lives and works, not the woman in a painting. "

" To create something exceptional, your mindset must be relentlessly focused on the smallest detail. "

" In the fashion world, you have to make clothes to sell. You have to make clothes for the press. You have to make clothes for yourself. What I mean is, everything is an obligation. But a writer? A pure artist? Maybe he doesn't make one lira - but he does what he wants. "

" The more successful I become, the more I want to remain like me, with my defects and insecurities. "

" War taught me that not everything is glamorous. "

" It is difficult to talk about fashion in the abstract, without a human body before my eyes, without drawings, without a choice of fabric - without a practical or visual reality. "

" I must make decisions every five minutes and give the impression of being sure of myself! Sincerely, this is the cause of my verbal violence. "

" A well-maintained physique is a great business card. Ideas and intelligence are what matters, but if you have a well-maintained physique, it's better. "

" I design for real people. I think of our customers all the time. There is no virtue whatsoever in creating clothing or accessories that are not practical. "

" A homosexual man is a man 100 per cent. He does not need to dress homosexual. "

" Never in my wildest dreams did I entertain the idea that I would become a fashion designer. "

" I prefer to look at a natural woman. A woman should be courageous to become older, not desperate to look younger than her age. "

" I started to take care of my body after I turned 50. I never liked how I looked physically because I was too cute, short, with coloring only on my cheeks, the perfect little nose, and then the blue eyes. I was a hit with girls, who told me it was like I was in Technicolor. "

" If I eat at the Emporio Armani Caffe, my favorite thing to order is risotto or pasta with tomato sauce in winter; in summer, I prefer a Caprese salad, Parmigiano cheese flakes, or some truly fresh ricotta cheese. "

" China approaches fashion with strong enthusiasm. And I believe that this enthusiasm can be translated into something interesting, economically speaking. Not only for my brand, but also for other brands. "

" In practice, I've had a presence in China since 1998 with my commercial spaces and shops. "

" The idea of the museum is to show my work since the start, and I wanted to show all of it, not just to choose between different pieces. They are grouped together in themes - minimalism, androgyny, black and white, graphic, flowers, and so on - from the earliest designs to the most recent ones. "

Black And White

" You have to have doubts. I have collaborators I work with. I listen, and then I decide. That's how it works. "

" When I started Giorgio Armani in the mid-'70s, I realized that women needed a way to dress that was equivalent to that of men - something that would give them dignity, an attitude that would help them handle their work life. "

" I have always considered that my collection must have an international flair so it can be at the service of the European public. Or to people in Asia. Yes, there are tiny little alterations I notice in the proportions of the outfits, but fundamentally, the collection is that way. "