Emporio Armani
Giorgio Armani S.p.A. (Giorgio Armani Foundation and heirs) · Italy
Emporio Armani is the second line of the Italian Armani group, launched by Giorgio Armani in 1981 as a younger, more trend-driven alternative to his main collection. It is owned by Giorgio Armani S.p.A., which since the founder's death in 2025 has been controlled by his foundation and heirs.
| Launched | 1981 |
|---|---|
| Founder | Giorgio Armani |
| Owner | Giorgio Armani S.p.A. |
| Headquarters | Milan, Italy |
| Segment | Premium designer fashion |
| Sportswear line | EA7 |
| Website | armani.com |
What is Emporio Armani?
Emporio Armani is a fashion brand of the Milan-based Armani group, sitting between the main Giorgio Armani line and the more accessible Armani Exchange. It offers men's and women's ready-to-wear, accessories, underwear, eyewear, watches and fragrance, and presents runway collections during Milan Fashion Week.
History
Giorgio Armani launched Emporio Armani in 1981 to reach a younger customer with lower prices and a more contemporary style than his signature line. The brand quickly became one of the most visible parts of the group, helped by striking advertising and celebrity campaigns, including underwear campaigns featuring David Beckham and Rihanna. The sportswear line EA7 grew out of a 2004 collaboration with Reebok.
Products and positioning
Emporio Armani is positioned in the premium segment of designer fashion. Its collections translate the Armani approach to tailoring and neutral colours into more casual and fashion-led pieces, with a strong accessories, underwear and licensed categories business.
- Men's and women's ready-to-wear
- Underwear and swimwear
- EA7 sportswear
- Eyewear, watches and fragrance through licences
Business model and distribution
The brand is sold primarily through freestanding Emporio Armani stores and the official Armani website, with additional distribution through wholesale partners. Like other Armani lines, it relies on licensing for categories such as eyewear, licensed to Luxottica, and fragrance and cosmetics, licensed to L'Oréal. Since October 2025 the group has been led by chief executive Giuseppe Marsocci, and in September 2026 Dario Vitale was appointed creative director of Emporio Armani and Giorgio Armani accessories.
Why it matters
Emporio Armani is one of the best known examples of a designer diffusion line that became a global brand in its own right. Its future positioning is an important part of the Armani group's succession, as the company prepares for the possible entry of a strategic investor after the founder's death.
Frequently asked questions
What is the difference between Giorgio Armani and Emporio Armani?
Giorgio Armani is the group's main luxury line, while Emporio Armani, launched in 1981, is a younger and more accessible line with a more trend-driven style. Both belong to Giorgio Armani S.p.A. in Milan.
Who owns Emporio Armani?
Emporio Armani is owned by Giorgio Armani S.p.A. Since Giorgio Armani's death in September 2025, the company has been controlled by the Giorgio Armani Foundation and his heirs.