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THE PAST AND FUTURE: Though Giorgio Armani’s Frames of Life eyewear collection may be a throwback to the past, its marketing campaign is certainly modern. The Italian fashion house is launching a video and dedicated Web site called giorgioarmani-framesoflife.com that will go live on Monday. Integrating aspects from the current print campaign featuring Marta Berzkalna and Kelly Rippy in several different scenes of everyday life, the interactive portal will allow visitors to create personalized videos and photo albums, which can then be shared through various social media platforms. One of the aims of the initiative is to demonstrate and emphasize the artisanship that goes into these Twenties- and Forties-inspired pieces, manufactured by licensee Safilo Group.
— Christine Lee