Word: cerruti
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Dates: during 1980-1989
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...pages of Gentlemen's Quarterly and other men's fashion magazines are filled with ads from top European names: Yves Saint Laurent, Pierre Cardin, Giorgio Armani, Nino Cerruti, Hugo Boss . . . Hugo Boss? Is he a French or Italian designer who changed his name to make it sound more macho...
...prospects for such a success were by no means clear twelve years ago, when Armani had to be cajoled away from his steady $40,000-a-year job designing men's wear for Nino Cerruti. It took the considerable persuasive powers of Sergio Galeotti, then 25 and a draftsman in a leading Milan architectural firm, to lure Armani from the kind of early middle-aged complacency he was slipping into. Armani, the second of three children of a transport-company manager in Piacenza, 40 miles southeast of Milan, grew up during World War II and remembers waking up screaming...
...public," he says. "It's one thing to design clothes, but it's something else again to hang around the salesrooms watching the public react to them." After seven years in Fashion and Style, he was steered by a Rinascente manager to an interview with Textile Magnate Cerruti, who was hunting for an assistant in the new fashion line he was adding to the family business...
...look per bene [respectable]," Cerruti said. "You will do." Then he tossed a pile of materials across the desk and asked Armani to choose what he liked. "Luckily," Armani says, "I chose what he liked. I got the job." Later Cerruti disclaimed credit for discovering Armani. "Discovering a man like Armani is impossible, because he discovered himself," Cerruti insisted. "He had a natural talent, and he is self-taught. He would have stood out from the crowd in any case. Men like Armani are so rare that when one emerges even the blind are aware...
...little on-the-job training, Cerruti sent Armani off to spend a month in a factory, where, Armani recalls, "I fell in love with textiles and began to understand the work behind each yard of fabric. That's why today, when I see anyone throwing away a sample of cloth, it's like cutting off my hand." He stayed with Cerruti and nourished until 1970; then, buttressed by Galeotti's perfervid reassurances, he decided to make his move as an independent designer...