US EditionIn surprise twist, Armani's will instructs heirs to gradually sell fashion brand or seek listing
- Giorgio Armani died on September 4, 2025, leaving his fashion house to his foundation, family members, and longtime collaborator Leo Dell'Orco.
- His will instructs heirs to sell a 15% stake within 12 to 18 months, prioritizing buyers like LVMH, EssilorLuxottica, L'Oréal, or similar firms amid an unstable luxury market.
- An additional 30% to 54.9% share is planned to be sold during a period spanning three to five years following his passing, reflecting a phased transition aimed at safeguarding the brand’s value and heritage.
- According to Armani's will, upcoming collections are to reflect essential, modern, elegant, and understated designs that focus on detail and practicality, with the final Armani collections set to premiere at Milan Fashion Week beginning September 23.
- This phased sale plan suggests controlled integration into major luxury groups while preserving Armani's creative control amid tightening profit margins and shifting market conditions.
108 Articles
108 Articles
Armani's will surprises with instructions to sell brand or list on stock market
Giorgio Armani's will has surprised fashion watchers as it contains instructions to gradually sell off his company to a luxury brand or seek a listing on the stock market, in seeming contrast to his fiercely independent stance throughout his career.
The Italian designer wanted his shares to be transferred "as a priority" to the luxury group LVMH, to the giant of the EssilorLuxottica glasses, to the world's leading cosmetics company L-Oréal or to other companies of the same standing.
This is suggested by the will of the haute couture giant, who died last week at the age of 91.
To the general surprise, contradicting what he had been able to declare during his lifetime, Giorgio Armani, who died on 4 September, asked his heirs in his will to gradually sell his empire.
Armani's will instructs heirs to sell fashion brand or seek listing
The will proposes that priority should be given to luxury giant LVMH, beauty heavyweight L'Oreal, eyewear leader EssilorLuxottica or another group of "equal standing" identified by a foundation the designer set up to preserve his legacy.
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