Become an art director with Armani

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.

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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.

www.Giorgioarmani-framesoflife.com

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