 The term 'aesthetics'

concerns our senses and

our responses to an
object. If some design is
aesthetically pleasing to
us, it is 'pleasurable' and
we like it. If it is
aesthetically displeasing
to us, it is 'displeasurable'
& we don't like it.
 Aesthetics  involve all of
our senses - vision,
hearing, touch, taste, and
smell - and our emotions.
 It is well known that the Italians are the
most important fashion creators in the
world.
 Names like Armani, Fendi, Prada, & Versace

are synonymous with high quality Italian

fashion.
 There are many Italian fashion designers

that manage to change the way people all

over the world dress, with their creations.
 Armani has become a symbol,
an ambassador of Italian
fashion all over the world.
 Particularly known for his
stylish suits worn by top
Hollywood actors such as Mel
Gibson or Richard Gere.
 This Italian fashion designer is
particularly noted for his
menswear.
 Born - July 11, 1934
(age 74) Piacenza,
Emilia-Romagna, Italy
 Nationality - Italian
 Major Labels - Giorgio
Armani S.p.A, Emporio
Armani, Armani Jeans
etc.
 Awards - CFDA
International Award for
1983
 From 1961 to 1970,
Armani worked as a
designer in well-known
fashion house Nino
Cerruti.
 After that he left to
pursue freelance work.
 In 1974, with his
partner Sergio Galeotti,
he established Armani
with a menswear label,
introducing a
womenswear line in
1975.
 He is known today for
his Crisp, clean,
elegant, tailored lines.
 He dramatically softens

menswear tailoring
eliminating stuffing and
rigidity.
 He designs practical

clothing & is a “no

nonsense” designer.
 Menswear  Men's ties
 Women's wear  Belts
 Fragrances  Sunglasses
 Shoes  Accessories
 Handbags  Wallets
 Home furnishings  Hotels
 The power of Armani
styling comes from a
non traditional
masculinity of soft
silhouettes & earth
colors in slack
elegance.
 One of his golden
rules when designing
is to acknowledge the
elegance of the
uncomplicated.
 Armani makes apparels
which help in making a
statement of one’s personal
ethics & values.
 It expresses an appreciation
for the finer things in life for
comfort & for oneself.
 Too often, fashion is
associated with excess &
show; but Armani takes
fashion in a more subtle &
graceful direction.
 Fendi is an Italian fashion
house best known for its
"baguette" handbags.
 It was launched in 1918
as a fur and leather shop
in Rome, but today is a
multinational luxury
goods brand owned by
LVMH.
 Karl Lagerfeld is the
creative director.
 Fendi originated in 1918 when
Adele Casagrande opened a
leather and fur shop in Via del
Plebiscito in central Rome.
 In 1962, the Fendis signed up
German designer Karl
Lagerfeld, who immediately
created the inverted FF logo
that joined the growing list of
international status symbols.
 In 1969, Fendi presented its
first ready-to-wear fur
collection at Palazzo Pitti in
Florence.
 In 1999 it got sold to LVMH
and Prada.
 On October 19, 2007, the
world was blown away with
Fendi's fashion show on the
Great Wall.
 The fashion house
makes fur coats that are
light, soft, easy to wear
and suits women.
 To bring out beautiful
furs at reasonable costs
and retail prices.
 Women’s bags are
fashion items, at the
same time practical and
functional. The leather is
printed, meshed tinted
and tanned to become
softer and more
beautiful.
 Apparel  Sports wear
 Gloves  Timepieces
 Ties  Fragrances
 Glasses 
Eyewear
 Lighters 
Handbags, wallets,
 Foulards luggage
 Pens  Shoes
 Fendi uses striped
caucciÙ (ribber rubber),
various waterproof
fabrics, and today the
traditional colours Fendi,
black and mud, are
reproposed in stripes,
dama and regimental
patterns.
 The Fendi coat or dress
is recognized for its
distinctive look and
workmanship.
 Fendi’s tradition has
succeeded in creating
products that looks to the
future without losing the
important values of the past.
 Fendi shows considerable
concern for evolution in
modern design, which is
interpreted, enjoyed and
shared in the spirit of today’s
culture.
 Diversified inspirations form
new styles as naive,primitive
shapes become sophisticated
through the use of luxurious
fabrics & furs & heavy
materials are translated in an
unexpected lightness.
 Prada, is an Italian high-
fashion company specializing
in luxury goods for men and
women (ready-to-wear,
leather accessories, shoes,
and luggage).
 Highly renowned, Prada is
considered one of the most
influential clothing designers
in the fashion industry.
 The label is synonymous
with opulence and quality,
and is widely regarded as a
status symbol.
 Prada has also come to outfit
the most beautiful prominent
figures in recent time,
including, among many
others, actresses Uma
Thurman and Cameron Diaz
with fabulous designs on the
red carpet.
 Founded - 1914
 Founder - Mario Prada
 Headquarters - Milan, Italy
 Key people - Miuccia Prada,
Head Designer
Patrizio Bertelli, CEO
Vincenzo Prada, SVP & COO
Randy Kabat, SVP & CCO
Donatello Galli, CFO
 Industry - Fashion
 Products - Luxury goods
 Prada uses clean lines,
opulent fabrics, and
basic colors.

 They make stuff which

is , practical
fashionable, functional
and sturdy.
 Women’s wear
 Men’s wear
 Shoes
 Luggages,

Handbags
 Belts
 Cell phones
 Skin care products
 The signature Prada look
encompasses luxurious
fabrics in colors of mostly
black, browns, grays, greens,
and creams incorporated to
become simple yet
provocative styles.
 The backpacks and totes
released in 1979 were made
out of a tough military spec
black nylon that were used as
coverings for steamer trunks.
 The company revolutionizes
the old-fashioned luggage
styles.
 Prada’s women's ready-to-
wear collection is known for
their dropped waistlines and
narrow belts.
 Time described the apparel
as "unassertive, combining
traditional good manners
and an ultramodern
industrial sleekness.“
 The designs of the House of
Prada reflects feminine
worker aesthetic which
make quite unique in
contrast to other high-
fashion brands.
 Prada’s collection is sexy
and speaks of confidence
without revealing too much
skin.
 Gianni Versace , usually
referred to as Versace, is
an Italian clothier founded
by Gianni Versace in 1978,
presently being run by his
sister Donatella Versace.
 Today, Versace is one of the
world's leading
international fashion
houses.
 Versace designs, markets
and distributes luxury
clothing, accessories,
fragrances, makeup and
home furnishings under the
various brands of the
Versace Group.
 Founded - 1978
 Headquarters -
Milan, Italy
 Key people - Gianni
Versace, Founder
Donatella Versace,
Artistic Director
Industry -
Consumer Goods
 Products - Textile -
Apparel clothing
 At a young age, Versace worked with his
dressmaker mother.
 Then after completing his education he

was hired by Complice to design their

leather & suede collection.
 Later after launching his first menswear

collection he joined Jorge Saud.

 Thereafter he opened his first boutique

in Italy in 1978.
 Versace focuses
mainly on current
seasonal trends.
 Some of the lines of

the company are

often outsourced &
created and
produced via other
designer
companies.
 Luxury clothing  Timepieces
 Accessories  Sunglasses

 Fragrances  Handbags

 Makeup
 Home furnishings
 Hotels
 Sports wear
 Most of the Versace
products have the unique
Versace Greek print of
Medusa and/or the Greek
Key motif.
 Versace Jeans Couture, a
casual clothing line,
focuses on informal
clothing: high-end denim
and classic Gianni
Versace print shirts.
 He designed clothes
made from metal, plastic
& leather & delighted
people with his stunning
theatrical costumes.
 It was the Greek &
Roman ruins among
which he wandered as
a kid, which later
provided him with
themes for his
clothing.
 He also imbibed in his
collections, the
culture that was there
in his surroundings,
like , at his home and
the neighbourhood.
 To conclude , we can say that the
aesthetics of Italian designers are
distinct from each other , but still , each
one is inspired from some ancient art or
culture which they use in their modern
collections.
 Sophistication ,elegance and simplicity

rule their designs .

 They make classic ,timeless pieces

,which elevate the owner’s closet and

confidence.