30/09/2010 08:41 BST | Updated 22/05/2015 10:12 BST

Lady Gaga Reviving Giorgio Armani Brand

Lady Gaga Giorgio Armani 2010 Grammys Photo: John Shearer,

Is Lady Gaga going traditional or is Giorgio Armani cutting loose?

The answer will lie in their past and future collaborations, but it's safe to say that Armani is looking to cash in on the most edgy pop star working today. The designer, who, at 76, is no spring chicken, and the 24-year-old pop phenom have collaborated on some of her most memorable getups to date.

Remember the crystal-encrusted silver hoop dress with orbiting rings that Gaga wore to the Grammys? Armani.

And the black leather bondage costumes worn in the Alejandro video? Armani.

What about the black rubber dress with the spiked breastplate she wore at the MTV Video Music Awards? Also Armani.

Now, the duo are set to reunite again to create costumes for Gaga's December concert in Italy.

The beneficiary of these collaborations is undoubtedly Armani, who gets millions of pounds of publicity from the sometimes shocking ensembles and from his association with the unpredictable Gaga.

Armani has built his business on gorgeously tailored and painstakingly constructed attire that is most suited for businesspeople and those who don't want to be the most loudly dressed in the room.

Wardrobing American Gigolo put Armani on the map for men, and surprisingly successful relationships with actresses Jodie Foster, Glenn Close, and Michelle Pfeiffer made him the go-to guy for understated red carpet wear. In recent years, celebrities and, consequently, the buying public have turned their favour elsewhere.

However, Armani's work with Gaga - who is not paid to wear his clothes - and actress Cate Blanchett, who is known to push the envelope from time to time (remember the Tin Man suit?), should put him back on the public's short list.

A spokeswoman for Armani declined to comment.