JAPAN: Italian fashion designer Armani dazzles Tokyo with a new project and an exclusive fashion show

Record ID: 462031

  • Title: JAPAN: Italian fashion designer Armani dazzles Tokyo with a new project and an exclusive fashion show
  • Date: 12th November 2007
  • Summary: FASHION DESIGNER GIORGIO ARMANI ARRIVING AT ILLUMINATION CEREMONY WITH HOLLYWOOD ACTOR CATE BLANCHETT BLANCHETT AND ARMANI TOGETHER CROWD OF CAMERA CREWS BLANCHETT PRESSING BUTTON TO LIGHT UP THE ARMANI TOWER MORE OF ARMANI AND BLANCHETT AS THEY LEAVE
  • Embargoed: 27th November 2007 12:00
  • Keywords:
  • Location: Japan
  • Country: Japan
  • Topics: Entertainment
  • Reuters ID: LVA1TKXIUTBSS4PAPZ06DCZZKFAU
  • Story Text: Italian fashion designer Giorgio Armani's marketing machine is in full gear as it launches its most expensive project ever in Tokyo.
    Japanese fashionistas queued around the block to spot celebrities and buy handbags at the opening of Giorgio Armani's new tower in Tokyo, showing that when it comes to a love for luxury labels, Japan still beats China hands down.
    Like other Italian designers, Armani is pouring money into Japan -- the high-rise flagship store in the elegant Ginza district is one of his most expensive projects ever.
    And the 73-year-old designer is working hard at it, pulling out all the stops for his Tokyo marketing events over the past two days and flying in celebrities such as Cate Blanchett for the opening ceremony.
    Singer Fergie entertained guests at an exclusive launch party that also featured fashion shows with several Japanese models, which are still a rarity on European catwalks.
    Armani's film industry connections have helped him since he dressed Richard Gere in "American Gigolo", gaining instant fame as a designer of casually sexy suits. Some of the customers crowding around the Armani tower said they liked his clothes because of the glamour factor, and also because of his restrained aesthetic and palette of black and beige suits the Japanese taste.
    "The Hollywood stars that I think look cool usually are wearing Armani, so for me its way to boost my self-image," said Toshihiro Takahashi, a 38-year old entrepreneur who was dressed from head to toe in black Armani.
    Many have however questioned the wisdom of Armani's move to Japan - a mature economy that has seen sluggish growth for years. Armani dismissed such fears.
    "When everything is so modest, one can only hope that it will change and become important, that it will become glamorous, that it will inspire enthusiasm. and maybe we'll achieve that," Armani told Reuters in an interview, noting however that the country still has some of the most enthusiastic shoppers in the world and there are opportunities for labels that offer the right products.
    Brands such as Versace, Gucci and Prada have invested in lavish new retail spaces in Tokyo, although domestic demand is still weak as Japan recovers from a decade-long economic slump.
    But luxury goods sales are likely to outperform overall retail sales in the future due to increasing income disparity, with the new rich eager to show off their wealth and spend their hard-earned cash on leisure activities.
    Armani said the next big thing will be hotels and interior design -- his group is working on hotels and residences in Dubai, Milan and Tokyo, and the Armani Casa furniture business is expanding around the world.
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