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Armani partners with VideofyMe for #framesofyou campaign


Giorgio Armani is continuing its Frames of Life campaign, this time with an initiative that calls for fans to create their own video using Swedish social platform VideofyMe.

Designed to push the brand’s sunglasses line, the #framesofyou campaign, as it’s named, invites users to capture stories of themselves or friends wearing their own eyewear using a colour filter developed exclusively for the occasion.

The VideofyMe app – which currently has over 750,000 users uploading more than 440,000 videos every month – allows anyone to shoot, filter, edit and share moving images. Unlike many other popular social video sites, however, it also allows users to overlay music from their iTunes’ library, and for up to five minutes in length.

Robert Mellberg, founder of VideofyMe, says: “We are really proud to be collaborating with a brand as globally renowned as Giorgio Armani, and believe that the creative tools offered by VideofyMe will result in some really beautiful videos for the #framesofyou initiative. The content produced by our users is continually innovative and original, and we are excited to see submissions taking advantage of the new Armani filter.”

The best submissions will be featured on the Frames of Life site, as well as across Armani’s social media channels. See an example of one of them here.

The main Frames of Life campaign for the season meanwhile, tells the stories of Luc, a writer, Carlos, a young barman, Nina, a talented cellist, and Lucille and Adrian, two successful young architects.

By Rachel Arthur

Rachel Arthur is Editor-in-Chief of Current Daily, the leading news source for fashion, retail and innovation, and the co-host of its weekly Innovators podcast. She otherwise serves as Co-Founder and Chief Innovation Officer of Current Global, a transformation consultancy driving growth within fashion luxury and retail. By background she is an award-winning business journalist and consultant, contributing to titles including Wired, Forbes and Business of Fashion.

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