In 1970, Giorgio Armani and his partners founded a design studio and began to become independent designers. Armani realized new concepts from traditional tops and designed innovative, simple casual tops that allowed hair to be placed naturally. All his designs, whether men's or women's clothing, were based on jackets. After completing his fashion show in 1974, the title of "King of Jackets" spread like wildfire. In 1975, Armani finally founded his own fashion company in Italy with his name.