Armani Takes On Savile Row

by Deidre Woollard (RSS feed)
Jul 9th 2006 at 11:02AM

Italian designer Giorgio Armani is taking on the men's made-to-measure market and he's started by coming out swinging at the august tradition of Savile Row tailors. The designer believes that men will pay for the full couture experience. In an article in the Sunday Times he refers to Savile Row as a comedy and an outdated melodrama. The piece is full of Armani bombast, long quotes in which he congratulates himself on his innovations and basically trounces the entire concept of English bespoke tailoring.

His new Fatto A Mano Su Misura service which will first be launched in London and Milan will let men create the ultimate custom Armani suit. Each suit will be unique and the label will be signed by Armani and carry the customer's name. Customers can also order shirts, ties, cufflinks, watches and even aftershave custom made to their specifications. The whole package could cost up to £75,000 (over $137,000). Admittedly the suit has a longer shelf life than couture gowns for women but this is still a luxury for the very few.

Tags: armani, armani prive, fashion, savile row