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Armani Flips His Atelier Couture Title to PrivéOne week after announcing the creation of the Giorgio Armani Atelier couture collection, the designer has decided to rename it Giorgio Armani Privé.
The move will lend more coherence to a whole new exclusive element Armani is keen added to his already mammoth business, as he plans to use the term Privé, meaning private in French, to cover a variety of products bearing his name.
The change will also avoid any potentially onerous legal problems, as the name Atelier is already registered brand name in France.
Privé is the title of Armani's latest scent that is hitting shelves this week in his own extensive chain of boutiques and high-end concept stores like Corso Como in Milan.
The designer first used the name Privé in that city where he opened a happening basement disco underneath his own signature "department store" on central via Manzoni.
However, the media use of the name will surely reach its height next month when Armani stages his debut "haute couture" collection in Paris during couture week.
And it that isn't enough, Giorgio also plans co call a new haute gamme jewelry collection Privé, making for a very private mini domain at the peak of his empire.
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10/12/2004 | Viewed 9,430 time(s)
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