Giorgio Armani on why he's opening a new store in '˜lively, dynamic' Glasgow

Curve upon curve might not be what you expect when it comes to high end fashion but Giorgio Armani’s latest Emporio Armani store in Glasgow’s upmarket Ingram Street is leading the way with an interior that puts the emphasis on smooth, easy, organic lines.

Designed by Giorgio Armani himself, with his team of architects in Milan, the aim was to maximise light and give the space a modern, stimulating feel.

Behind a double-height curved glass frontage there’s a sweeping spiral staircase joining the two levels and a central circular display showcasing this season’s bags, including the very covetable Beverly, and shoes.

Arced details abound as spring sunlight descends in shafts through the windows emblazoned with giant Armani eagles and picks out delicate corals and blues among the sophisticated palette of greys and black hanging from the curved rails.

There’s tailoring, denim, formal and sportswear in the store which stocks the complete Emporio Armani collections for men and women, as well as accessories including watches, glasses and jewellery.

There’s a nod to location too with subtle blue Paisley patterns in ties, T-shirts and scarves.

Since it was launched in 1981, Emporio Armani’s clothing and accessories have attracted a celebrity following that includes Oscar winners Leonardo DiCaprio, Cate Blanchett and Scotland’s own DJ Calvin Harris, as well as those of us who love Armani’s natural approach to sleek tailoring and casualwear.

Scottish DJ and producer Calvin Harris. Picture: Getty Images

This season’s look is soft and sporty, as leisurewear runs away with fashion, and tailoring is subtle and sophisticated, all in a breezy, youthful palette, with plenty of fashion staple monochrome.

As Armani tells it, elegant sportswear, a must-have jacket to throw over your shoulders – this is Scotland after all – comfort and elegance are what counts when it comes to style.

Mr Armani, you’re talking our language.

@JanetChristie2

Why open in Glasgow?

The UK is an important market for my group and I wanted to give more space and visibility to the Emporio Armani collection in that area. I thought that a lively, dynamic city like Glasgow would be just the right place for a new store.

Why do you think celebrities are drawn to the label and who are your favourite ambassadors?

Celebrities are attracted because they look for clothes that make them feel comfortable. I’ve always thought it is important to maintain a personal, direct relationship with celebrities, and I think they appreciate this human approach. As for my “ambassadors”, the elements that matter most to me are personality and independence, which are the qualities that define my ideal man and woman. I dress celebrities – including George Clooney, Cate Blanchett, Leonardo DiCaprio, Calvin Harris and Penelope Cruz – who have a very natural approach to my style and myself, and therefore I have built genuine relationships with many of them over time.

Blouson with sweetheart neckline in Prince of Wales check silk and wool, ivory/black

What are the design principles that Armani adheres to?

I would say a sophisticated naturalness, which is based on comfort and elegance.

If you could only keep one item of clothing from your wardrobe, what would it be?

It would definitely be a jacket, a must-have staple that can be worn, thanks to little expedients, at any time of the day and on different occasions.

Do you see the future of fashion heading more towards sportswear or formalwear, or both?

I think these two areas are becoming increasingly intertwined. One of the most recent developments in the fashion industry is the integration of sportswear intended as an elegant search for comfort and style. I have used this approach in designing my Emporio Armani collections for several seasons now and I’m convinced that this is the future of fashion.

• Emporio Armani, 210/212 Ingram Street, Glasgow G1 3BX (www.armani.com)