Armani stake talks and creative moves in Milan

Armani is examining how to structure the future sale of a 15% stake that is earmarked in founder Giorgio Armani's will. Chief Executive Giuseppe Marsocci said the group is open to involving more than one investor in the transaction and emphasised that no decision has yet been made on the final structure.

Marsocci stated that "it is not written in stone that it has to be one investor," signalling flexibility on how the 15% holding could be allocated. He also said the fashion house intends to respect the timetable set out by its founder for the stake sale.

Any deal will depend on reaching agreement on "price and details," Marsocci noted, underlining that discussions will be guided both by valuation considerations and by the conditions attached to the future ownership stake.

For the 15% stake, Marsocci identified three preferred buyers cited in Giorgio Armani's will: French luxury group LVMH (MCp), beauty products maker L'Oréal (ORp) and eyewear specialist EssilorLuxottica (ELp). These names define the reference set of potential investors for the stake.

Marsocci indicated that while these companies are named in the will, any eventual transaction will still hinge on negotiation outcomes. Price and deal structure remain open, and no timetable beyond the founder's instructions was disclosed.

Alongside ownership planning, Armani is making changes on the creative front. The group has appointed Dario Vitale as creative director of Emporio Armani and as head of accessories for the Giorgio Armani line.

Vitale's responsibilities will cover the Emporio Armani diffusion line and the accessories category at the main Giorgio Armani brand. The company views accessories as an area of potential growth, and the dual role consolidates creative oversight across these product segments.

The appointment marks a notable development in how Armani organises its design leadership. Vitale joins the group with experience from other luxury houses and will contribute to shaping upcoming collections, although no date has been announced for his runway debut.

The developments at Armani are unfolding during a busy Milan Fashion Week. Bottega Veneta presented its Spring/Summer 2027 collection under creative director Louise Trotter, focusing on adjustments to color and proportion.

Trotter expanded Bottega Veneta's color palette and introduced larger leather and raffia tote bags as part of the collection. The show concluded with Kendall Jenner closing the runway, while actor Jacob Elordi watched from the front row.

These runway choices highlight how another major Italian luxury brand is refining its aesthetic and product focus at the same time that Armani is clarifying its future shareholding structure and creative leadership.