Giorgio Armani created the menswear costumes for Richard Gere in the 1980 film American Gigolo.
Armani dressed Gere’s character, Julian Kaye, in soft, understated tailoring that contrasted with the rigid suits common in earlier Hollywood portrayals of powerful men. The relaxed jackets, muted colors and fluid fabrics helped establish a new image of masculine elegance.
The film is widely credited with bringing Armani’s fashion to a broad international audience. Gere’s character famously arranges clothing in his wardrobe, turning dressing into part of the film’s visual storytelling. Armani’s approach made luxury clothing appear sensual and effortless rather than heavily structured.
American Gigolo did not invent the unstructured suit, and Armani had already founded his company with Sergio Galeotti in 1975. However, the film became a major cultural moment for the designer. It is also sometimes confused with Armani’s later work in films such as The Untouchables, but American Gigolo is the key early association.