1981. Launch of Emporio Armani, a new line, revolutionary and comprehensive, a star shining brilliantly in the fashion firmament. Target market: young men and women who love the Armani style and seek a product with a high fashion content.
Emporio Armani sets a new trend in retail and makes a huge impact, with both its name and the symbol chosen to represent it. The name "Emporio" refers to a new concept of democratic fashion. The eagle, which communicates strength in an immediate and easily recognisable way, was chosen because it stands for power and soaring flight, like a talisman of good fortune for the newly born line. Time has proved the designer’s instincts in this respect to have been right.