ARMANI, IN CAMERA: Giorgio Armani — designer, model and now, photographer. Armani is fronting the ad campaign for his Made to Measure line, and for the first time, the black-and-white image is a self-portrait. While he has previously posed for his eyewear campaign, for example, or, more recently, for his Eau Pour Homme fragrance, this marks Armani’s debut as lensman.

“Sartorial attention is part of the DNA of my brand, and the Made to Measure line represents its highest expression,” said Armani. “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,” added Armani, who often wears a blue T-shirt. “My message is that sartorial today is no longer only connected to formalwear. A Made to Measure suit works well also for the most dynamic lifestyle because it is created with individual changes that make it comfortable and practical, depending on each customer’s special requests.” The designer launched the Made to Measure project in 2006.

This story first appeared in the September 4, 2013 issue of WWD. Subscribe Today.

The campaign will bow in international newspapers and magazines on Sept. 11. In the photo, Armani is captured wearing a Made to Measure single-breasted, one-button jacket in 100 percent bird’s-eye combed wool. Hand stitching on the collar and along the lapels, front pleats, a curving breast pocket and hand-sewn sleeve buttonholes are among the standout details.

The company will launch a dedicated Made to Measure Web site this month. Customers can book an appointment online and view the range of possible alterations and variety of styles.

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