The Emporio Armani brand was at first considered a gamble; today it celebrates four decades of success, thanks to the canny vision of a man named Giorgio Armani.

In the 1980s, the first Emporio Armani store stood a few steps away from Piazza San Babila; this location was chosen with the intention of approaching the vast and complex world of youth cultures and narrating diverse aesthetics.

In spite of criticism against an operation that was considered a "risky choice" the success was global. In Giorgio Armani's own words, "I liked the idea of a place where you could find everything at an honest price. That idea is still valid today: for me, Emporio is a collection of garments, accessories and ideas aimed at a large, cosmopolitan and urban public." (Italian Vogue 2018).