Its cleverly called Frames of Life. And Giorgio Armanis latest brand communication initiative has touched a chord with people across the world, who love their Armani sunglasses.
The idea is simple enough: choose a picture of yours taken on a holiday an unforgettable moment, a place or a scene that captures life at its fullest. Goes without saying that youve got to be wearing your Armani glares. Upload using Instagram and share it on social networks, adding the hashtag #FRAMESOFLIFE. Thanks to a partnership with followgram.me, the pictures will be uploaded to the FRAMES OF YOUR HOLIDAY album, which can be viewed on the armani.com/framesoflife website.
And if youre in two minds about what picture to choose then make sure you check out the Frames of Life Spring/Summer 2012 advertising campaign, which can be seen on the website.
The connection between fashion and real life has always been central to Giorgio Armanis work. And with the Frames of Life project, the designer has tried to create a new and continuous dialogue with consumers. The idea is to create an impressive digital photo gallery: an entertaining visual diary.