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Giorgio Armani

Nanna Marie Lund

Source: Fashion Photography Archive, 2015, Fashion Photography Archive

Designer Biography

Giorgio Armani and Utilizing the Red Carpet

Thea Macdonald

Source: Bloomsbury Fashion Business Cases

Level: Intermediate

Business case

The film industry’s red carpet is a stage for marketing prominent high fashion designers. A diverse audience of millions sees media coverage of red carpet events, which impacts their perception of fashion and designer labels based on what attendees wear. For designers, the publicity generated by actors photographed at popular events is of much higher value than the fashion product itself. Extensive contemporary television and media coverage indicates the enduring significance of fashion on the re

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