It's an exciting time in the world of fashion. Never before have manufacturers, designers and publicists had to work harder to make themselves heard. From Prada's pop-up restaurants and transforming galleries, to films by A. Sauvage and sheep on Savile Row from The Wool Association, if it's not big, brash and - most importantly - intelligent, it's unlikely to penetrate the media-savvy skulls of today's consumer.
The latest brand to jump on board is Giorgio Armani, whose new venture, "Frames of Life", is an entirely online-based marketing campaign, which encourages users to “become a director or photographer" by creating their own personalised video or photo album from snippets of the original advert. An unabashed attempt to engage the slippery-minded social networking generation, the project is a unique (if slightly dense) exposé for the brand's rather lovely new "Intellectual Chic" sunglasses range - featuring a selection of rounded 40s-inspired frames complete with metal, rivet-fixed nosepieces and thin tubular plastic trims.