Have you ever heard the expression come past your ears 'oh, he thinks he is all that, walks around in an Armani suit'. Then there are all the variations of this expression. 'I mean, you could have mistaken them for having money, she drove a Bentley convertible, he always wore an Armani suit - but everything was borrowed. Go figure'. Sometimes it can come in another form - 'they were always decked out in Armani, head to toe, they just bought it because they heard somewhere it was trendy'. Whatever the compliment or insult, it seems to me that the general mass of people out there use Armani to quickly convey a single point, as though the word Armani conjures up several images and is like distilling an idea in one word.
This obviously must upset Giorgio Armani to no end. The reason being is that he probably feels hemmed in by now. Once the word goes into the parlance of a generation it perhaps means that the brand and the identity is inflexible although, in saying that, I have offered the term in multiple uses myself.
I would love to hear from any of you readers out there. Is this just an Australian thing? In Italy do they say 'Zegna' or 'Rubinacci' instead of Armani or do they use the term Versace? I am extremely interested in hearing from you so please do not be afraid to leave a comment below.
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