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! Disclaimer! - No offense to any fans of this brand: But if the name Armani still conjures up luxury, creativity and timeless elegance in your head, then chances are, unfortunately, that you are in fact living in 1989. Can’t really think of a bigger sell-out designer brand, especially in the fragrance and cosmetics section the last decade.
There’s simply no limit to the kinds of crap that they will put in their gift boxes to sell the below average juices. So far I’ve seen t-shirts (but always with the word parfum added - God forbid anyone actually would get a 100% "real" t-shirt), electronic alarm clocks, cheap plastic cuff links, and the last one - silicone i-Pod covers. Ok, maybe someone actually wants all that stuff, but it’s becoming painfully obvious that the fragrances just aren’t cutting it by themselves anymore. It has to be said that this mainly goes for the Emporio Armani diffusion label, but still...
On a positive note Attitude sports a very good looking black flacon. Unfortunately the hinge mechanism that holds the cap is worthless, as countless people have already testified on the boards. But before this review gets too shallow, let’s focus on the juice. It’s a Diet B*Men. An anorexic cousin if you will, of Mugler´s pleasant woody/licorice- themed male fragrance.
Ironically, that far superior brew is getting discontinued - sigh... Did I mention that Attitude sports an impressive longevity as well, 35 minutes approximately…
The worst part of all of this is, that with the Privé line (expensive and very hard to get) it’s obvious that the house of Armani is indeed still very capable of producing high quality, rich and original fragrances. This kind of dualistic cynicism, where the mainstream is served hastily put together junk sold mainly through the name is just saddening. I mean, who will seriously remember City Glam in 10 years? Do try the Privé line though if you have the opportunity, especially Privé Bois d'Encens is terrific.
I am very aware of the tremendous impact and importance that Giorgio Armani had upon the world of fashion during the 80´s. But as the Dylan song goes - The Times They Are A-Changin'. As far as I’m concerned, at least in the world of fragrances this house is over.
10th May, 2007