79-year-old Giorgio Armani steals the limelight for his new Made-to-Measure campaign

Formality has never been so informal?

Elegance is not about being noticed, it’s about being remembered, says Giorgio Armani, the designer who debuts as the face of his own Giorgio Armani Made to Measure line, a collection synonymous with “absolute precision and perfection”.

“I like the idea of being its testimonial, wearing a jacket and a tie and presenting myself with a different image from the one people normally associate me with,” the 79-year-old billionaire designer told WWD about his bespoke tailoring line and the decision to cast and photograph himself in the advert. This is the first time Armani has turned photographer. Previously the famous Italian designer cropped up in campaigns for his eyewear and his Eau Pour Homme perfume.

Giorgio Armani, for whom the blue T-shirt is practically a uniform, is featured in a black and white self-portrait shot in which he is wearing an iconic Made to Measure single-breasted, one-button jacket in 100% birdseye combed wool.

“This classic jacket is suitable for autumn through to spring. Its perfection is visible to the naked eye, from the hand stitching on the collar and along the lapels, to the front pleats, the curving breast pocket, and the impeccably hand-sewn and functioning sleeve buttonholes: a true classic, produced in line with tradition and making use of the most cutting-edge technologies,” says the Italian luxury fashion house.

September will see the launch of the dedicated Armani Made to Measure website, where customers can book an appointment online and view the range of possible alterations and variety of styles.