Following the first launch of the “Frames of Life” campaign in 2010, and the itinerant project, Frames of Your Life, Giorgio Armani’s sunglass collection is now the focus of a summer journey that captures genuine moments of pure relaxation.
Shot in sophisticated black and white by photographer Serge Guerand, the new advertising campaign, Frames of Life – Spring/Summer 2012 speaks of vacations, of an intimate and pleasant atmosphere uniquely set in and around Saint Tropez.
The photographs are powerfully suggestive and hark back to a cinematic iconography, which has become part of the collective imagination, while maintaining the immediacy and directness of a travel journal. Each shot conveys a state of mind and slice of life and the sunglasses, true icons of the Armani style naturally become integral to the tableau.
The sunglasses collection has been expertly crafted and designed to accompany every instant of simple, every day life. These purely shaped objects are about timeless modernity, and hold a sense of tradition in them and the feeling that they become one with their owners: they are not merely accessories but the expression of the self of each individual who wears them.
The campaign will be online from May at armani.com/framesoflife, the site that has been devoted to the new campaign and conceived as a journal where images and portions of Armani’s official video are revealed in chronological order. Visitors can follow a day in the life of the campaign models, moment by moment. The stills will come with brief captions, describing the vibrant and perfect settings of the pictures thus becoming a spontaneous and honest diary shared with the public. A collection of timeless photographs, which captures the essence of the Frames of Life campaign.
For further information: Giorgio Armani - International Press
Anoushka Borghesi / Annalisa Pirotta
Annalisa.pirotta@giorgioarmani.it
Tel. 02/723181
www.armanipress.it
http://www.armani.com/giorgioarmani/framesoflife/pressreleaseGA 899
Pure Vintage - A distinctly retro feel is given to these acetate optical frames, which feature metal details, tubular temples and visible rivets.
GA 893
Extra-Lightweight Retro Future - Vintage style optical frames that are combined with a futuristic flair in the ultra-lightweight titanium frame.
GA 894 with clip-on sunglass
A New Classic - A sophisticated and versatile optical frame produced in ultra-lightweight titanium, paired with a steel sunglass clip-on.
GA 924/S
Timeless Chic - Vintage-inspired sunglasses complete with sophisticated touches, including visible rivets, tubular temples and superior quality glass lenses.
GA 926/S
Refined Spirit – These sunglasses reflect a decisive personality, characterised by substantial rims and strong details. Such details include visible rivets, a double key-shaped bridge complete with a metal element and glass lenses.
More information at:
Giorgio Armani S.p.A.
Press Office
Tel. +39 02723181
www.armani.com
Safilo Group
Press Office
Tel. +39 049 6985459
www.safilo.com
Giorgio Armani always pushes the boundaries where precious materials are concerned, continually producing iconic and timeless pieces. Giorgio Armani presents the Precious Materials Collection, the new 2011/2012 collection with exotic leather finishes. This unique, one-of-a-kind eyewear has a refined and unmistakable style that is skilfully hand finished by expert craftsmen.
GA 902/S
The minimal metal frame of this sunglass is ultra-feminine and lightweight. It is made precious by the leather finishes on the slender temples and double bridge.
GA 905/S and GA 931
Giorgio Armani is always innovative in the study of premium materials and proposes precious galuchat finishes in his latest collection of sunglasses and optical frames.
GOLD & HORN EDITION
Mod. GA 769/G/V/S
The new eyewear perfectly represents Giorgio Armani style, combining elegance and the handcrafting of two natural and precious materials; gold, which never loses its beauty, and natural Indian water buffalo horn, which is lightweight, bio-compatible and unique in colour.
The new exclusive aviator sunglasses feature a frame plated in 5 micron thick 22-carat gold, further embellished with a natural horn bridge and temple tips allowing for a perfect fit.
The superior quality lenses are glass, a transparent and highly durable material that is polarised to guarantee maximum optical quality and excellent vision.
The models carry the “GA” logo, silk-screened on the right-hand lens and photo-engraved and lacquered on the inside of the temple tips. The “GIORGIO ARMANI” name is also engraved on the left temple.
The GA 769/G/V/S style is available exclusively in a champagne colour with dark green lenses, exquisitely packaged in super-soft nappa leather with a dark brown finish.
More information at:
Giorgio Armani S.p.A.
Press Office
Tel. +39 02723181
www.armani.com
Safilo Group
Press Office
Tel. +39 049 6985459
www.safilo.com
On 23rd June the
Frames of Your Life travelling street initiative reached a successful climax amidst the prestigious surrounds of the Palais Royal in Paris. Launched at the end of 2010, the project has taken famous fashion bloggers and trendsetters - Micol Sabbadini, Tommy Ton and Yvan Rodic amongst them - on a meandering tour to the four corners of the globe, photographing everyday people on the streets of the world's major cities. Real faces that, just for a moment, have become interpreters of Giorgio Armani style.
A selection of these images has formed the inspiration behind the new
Giorgio Armani Eyewear 2011/12 advertising campaign. In an innovative role reversal, the best shots taken during the tour have themselves become the campaign images. For once the message has changed, with the faces of everyday people taking the place of conventional images.
Each campaign image is a composition of different snapshots, the faces are different as are the photographers themselves. They are arranged in grids resembling the pixels on a computer screen, or similar to the layout of a social networking site, all in black and white, for an enhanced pictorial effect. The result is a campaign of edgy iconographic vibrancy, close to the cut and thrust of life, through which Giorgio Armani has radically redefined its relationship with the public by actively involving them in this innovative project.
Through an expression of movement and dynamism, the Frames of Your Life project will continue in 2012, evolving into new forms. The only constant is Giorgio Armani style, sophisticated and unmistakable.
Frames of your life - bloggers and cities
Micol Sabbadini (Milan)
Eleonore Bridge (Paris) - Leblogdelamechante
Jackie Dixon (London) - ShowMeYourWardrobe
Natalie Weiss (Berlin) - LesMads
Tommy Ton (New York) - Jak & Jil
Jared Eng (Los Angeles) - Just Jared
Tina Leung (Hong Kong) - Tina Loves
Song Feifei (Beijing) - Miss F Magazine
Qian Chunlei (Shanghai)
Pelayo Díaz (Barcelona) - Katelovesme
Yvan Rodic (Paris) - Face Hunter
GIORGIO ARMANI Frames of Life - New models' descriptions 2011
GA 899
Pure Vintage - A distinctly retro feel is given to these acetate optical frames, which feature metal details, tubular temples and visible rivets.
GA 893
Extra-Lightweight Retro Future - Vintage style optical frames that are combined with a futuristic flair in the ultra-lightweight titanium frame.
GA 894 with clip-on sunglass
A New Classic - A sophisticated and versatile optical frame produced in ultra-lightweight titanium, paired with a steel sunglass clip-on.
GA 924/S
Timeless Chic - Vintage-inspired sunglasses complete with sophisticated touches, including visible rivets, tubular temples and superior quality glass lenses.
GA 926/S
Refined Spirit – These sunglasses reflect a decisive personality, characterised by substantial rims and strong details. Such details include visible rivets, a double key-shaped bridge complete with a metal element and glass lenses.
http://www.safilo.com/Giorgio_Armani_FOYL_ADV_2011-2012/en.html
More information at:
Giorgio Armani S.p.A.
Press Office
Tel. +39 02723181
www.armani.com
Safilo Group
Press Office
Tel. +39 049 6985459
www.safilo.com
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