On February 1, 1980, exactly 40 years ago, came out on the big screen the movie “American Gigolò”. Right from the start it is a cult film, the protagonist is Julian Kay, played by a young Richard Gere. He is a gigolò, much loved by women for his beauty and his physical prowess. He works for Anne, an attractive middle-aged lady and Leon, a pimp without scruples. A scene in the film seduced more men then women, who were thought to be the target. Julian Kay in his rich apartment begins to lie on the bed some dresses and shirts, all of Italian tailoring, to choose what to wear on a dinner date. Richard Gere wears clothes designed by Giorgio Armani, as well all the other clothes of the film. This movie confirms the rise of Giorgio Armani and of the Italian style in the world.