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Why Armani Is 'Sick' Of Fashion Marketing Trends Or Even Hearing The Word 'Trend'

Fashion designer Giorgio Arman has told reporters in Italy that he's "sick of hearing the word 'trend'...There shouldn't be trends".

Giorgio Armani has accused the fashion industry of "raping" women with short-lived trends and sex-driven marketing.

"I think it's time for me to say what I think. Women keep getting raped by designers," Armani, 85, told reporters on the sidelines of a show for his Emporio Armani line at Milan Fashion Week.

"If a lady walks on the street and sees an ad with a woman with her boobs and arse in plain sight and she wants to be like that too, that's a way of raping her," Armani said.

Models walk the runway during the Emporio Armani fashion show as part of Milan Fashion Week Fall/Winter 2020-2021. Image: Getty Images

"You can rape a woman in many ways, either by throwing her in the basement or by suggesting that she dresses in a certain way." Armani, known for his sober elegant outfits, founded his label in 1975.

"In my show there are short skirts, long skirts, ample and tight trousers. I have given maximum freedom to women who can use all possibilities if they are sensible," he said.

Headshot detail during the Emporio Armani fashion show as part of Milan Fashion Week Fall/Winter 2020-2021. Image: Getty Images

"I'm sick of hearing the word 'trend'. We need to try to work for today's woman. There shouldn't be trends," he said.

He said his Emporio Armani show was inspired by "strong-willed" young women.

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