Paris was alive with haute couture fashion this past week. Designers showed their spring-summer 2005 women's collections. This was the first time Giorgio Armani, the Italian fashion king, presented his new Prive collection here. Traditionally, Mr. Armani has elected to show his collections where they are designed -- in Milan. On Monday, January 24th 2005, the 70 year-old designer, who is going as strong as ever, joined Chanel, Christian Lacroix, Dior, Jean Paul Gaultier and Valentino in Paris.

Mr. Armani made his debut at the beginning of Paris Haute Couture Fashion week after transporting his studio to the French capital for a month.

Richard Gere in "American Gigolo"

Giorgio Armani's first fashion label and the beginning of a global luxury brand was created thirty years ago.

Originally recognized for his sport coats, Giorgio Armani achieved his international breakthrough by tailoring for numerous Hollywood names.

The wardrobe he created in 1980 for actor Richard Gere who played the title role in American Gigolo helped put Armani's name on the high fashion and "power suit" map, forever.

Since then, Mr. Armani's kingdom has grown into women's wear, cosmetics, perfume, home interiors, watches, eyewear, jewelry, accessories, 14 Armani luxury hotels and resorts, a joint venture with Mercedes-Benz and with the Dubai property group EMAAR Properties PJSC.

His current collections include: Giorgio Armani, Armani Collezioni, Emporio Armani, Armani Jeans, Armani Exchange, Armani Casa, Armani Junior and now Armani Prive.

Next on the horizon, having nailed haute couture, are interiors for Mercedes-Benz and a sweets shop.

Times Online in the U.K. said it well:

By this time next year Mr. Armani will be the first designer to sell suits, suites and sweets.

While in Paris, Armani spoke about the future of his company.

The owner and hands-on operator of what is today a $3.7 billion, 300 shop, 4,800 person global empire said:

If you are asking whether there are still important opportunities for the company to pursue, the answer is unequivocally yes.

Whether it is the new world of Giorgio Armani Prive (Armani's haute couture or "high sewing" line), our home interiors, our cosmetics or our growing accessories business, these are all projects that I am enthusiastic about.

I do not feel the need or desire to call it a day just yet.

Incidentally, the exclusive fragrance Mr. Armani recently released is also called Prive.

35 Armani Prive outfits, mainly evening wear, make up Armani's spring-summer 2005 haute couture collection.

Armani Prive, AP Photo Credit: Claude Paris

The color palette: Mr. Armani's neutral palette of black, white and beige.

Wisteria, chartreuse and lilac were also introduced.

Fabrics include: satin, duchesse silk, organza and tulle.

An evening dress in beige duchesse silk with embroidered bodice sporting a geometric pattern of grey pearls and black jet was stunning.

Another, in black silk with a bodice embroidered in horizontal stripes and mini fringes of black and white jet beads would have suited a 1930s movie diva.

Some have suggested that this collection could almost be dubbed Armani's "Swarovski line" -- given the amount of Austrian crystal used in bodices, ornaments, accessories and even complete sheath dresses with wide fishtail hemlines (worn with an underskirt of black tulle underneath for lightness).

For some designers couture is about costume and theatre. Not for Armani.

Armani stated:

I'm setting about this in a very practical and pragmatic way.

This is about offering a very special, personalized service for my best clients.

These are garments designed to be worn, not just to create a spectacle on a Paris catwalk.

Armani recently told CNN:

I don't agree with a lot of things that are done on a wave of euphoria, that take advantage of people's good faith.

Like showing things in newspapers that don't have anything to do with real life, because a particular dress will never be sold in a store, or a particular image that does not correspond to anything in real life.

In this business attention to detail is fundamental, especially as I have chosen a subtle evolution of style over the great extravagance and spectacular effects that often get used in the fashion world.

Mr. Armani added: "To be honest, I only decided to do this six or seven weeks ago. We have been working night and day ever since to get it ready."

After some of the top names bowed out of the business, Mr. Armani was invited by the Chambre Syndicale de Couture to show off his creations in Paris.

Of the three hundred guests in attendance, seated in the front row of the Armani Prive fashion show, was actress Penelope Cruz.

Perhaps she is preparing to be in Hollywood in four weeks.

From Paris to Hollywood & Northern California

On Sunday, February 27th, the world will be watching the Academy Awards.

Mr. Armani, we look forward to seeing which Hollywood actors and actresses select one of your tuxedos or gowns to wear to the Oscars.

The price tag, unless a leading lady is given a gown: $24,000 to $87,500.

Of course, those dressed in Armani are likely to make our "Best Dressed, Most Rugged Elegant" list, as so many did last year.

Should Michelle Pfeiffer, Hollywood actress turned Armani model, attend this year's Academy Awards celebration, you can guess what she will be wearing as she walks down the red carpet.

Recently, Pfeiffer said this about the man she calls her "soul mate":

He is versatile and flexible enough to adjust to my sometimes schizophrenic personality.

Mostly I don't want to think about what I wear, but sometimes I'll get in a mood to try something a little daring. He is always there to save me from myself.

As Mr. Armani says, "Elegance does not mean being noticed, it means being remembered."

Whether or not the movie star set wears Armani on their body, they ought to at least wear his foundation and make-up on their skin.

I have not yet experienced his new fragrance, Prive, but Armani's cosmetic line is absolutely the best! I wear it exclusively.

Giorgio Armani, AP Photo Credit

Mr. Armani's next stops after Paris: New York, Los Angeles and Hong Kong for private client presentations.

Perhaps with him will be a number of the pieces from his haute couture collection.

For those, like me, who live in San Francisco, Rugged Elegance recommends the Giorgio Armani boutique and Emporio Armani.

It's not quite as fun as buying Armani in Milan, but Yuki, Gina and their teams represent their chairman, chief executive, chief designer and the sole shareholder of their business well.

For Giorgio Armani's cosmetics line, Saks Fifth Avenue is the place to go.

All three San Francisco stores are located in Union Square.

Gentleman, think Valentine's Day. It is less than two weeks away.

Inspire & Be Inspired.

Here's to healthy, adventuresome, soulful, "embracing new opportunities no matter what age" living!

~ Jennifer Carolyn King

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About Giorgio Armani

The Armani Group is one of the leading fashion and luxury goods groups in the world today with 4,800 direct employees and 13 factories.

The Company designs, manufactures, distributes and retails fashion and lifestyle products including apparel, accessories, eyewear, watches, jewelery, home interiors, fragrances and cosmetics under a range of brand names: Giorgio Armani, Armani Collezioni, Emporio Armani, AJ | Armani Jeans, A/X Armani Exchange, Armani Junior and Armani Casa.

The Group's exclusive retail network currently comprises: 60 Giorgio Armani boutiques, 11 Collezioni stores, 122 Emporio Armani stores, 73 A/X Armani Exchange stores, 16 AJ | Armani Jeans stores, 13 Armani Junior stores, 1 Giorgio Armani Accessori store and 16 Armani Casa stores in 37 countries.

Giorgio Armani S.p.A. was founded in Milan on July 24th, 1975 by Sergio Galeotti and Giorgio Armani - the company's current President, Chief Executive Officer and sole shareholder.