“Frames of life” by Giorgio Armani is a breathtaking eyewear campaign that started in 2010. The idea is to represent not only the image that the eyewear piece is associated with but a whole lifestyle you adopt when opting for a particular eyewear design. And the news is that a couple of days ago the video of frames of life 2013 campaign has become available.

In this year’s video the scene is laid in a café in a big city square where the lives of several ultimately charismatic and stylish people interlace. The protagonists are Nina, the cellist who has just pulled off an audition; Luc, the writer who has recently had his first book released, Carlos – a waiter in a café who is obsessed with cinema and strives to become a film director; architects Lucille and Adrian – a couple in love about to move in together. What unites all the characters is the style and the brand of eyewear they flaunt – sure it’s glasses and sunglasses by Giorgio Armani.

All the eyewear items featured in the video boast immaculate design. Like the sunglasses worn by Luc feature a hinge that is actually made without using a single screw. The design is a refined version of classic pilot shape.

This black-and-white video captures one’s heart at once. It’s a blend of emotions, feelings and destinies. It’s like you get a chance to watch people’s lives and learn about their deep-seated worries and hopes during about one minute.

This campaign is not just an advertising tool – it goes beyond that. This is sort of a mini-film that one feels like watching over and over again.

The trailer is so appealing and engaging that you are sure to want to watch the upcoming videos that explore the life stories of Luc, Carlos, Nina, Lucille and Adrian in more detail on the official web-site of the campaign.

Watching this short video is like watching an inspiring film. See for yourself!

After the preview, it’s time to show you a little more of the new collection of glasses of the iconic Italian fashion house Giorgio Armani.
For the new season, and degree of sun models with vintage character, express the elegance and luxurious style of the brand with iconic shapes and sophisticated details in gold, leather and horn. A perfect combination between tradition and modernity for those who hope to achieve their unique desires.

The new campaign for Giorgio Armani is the most sophisticated and captivating season. And look what I’ve always twisted my nose to the ads, usually too obvious, the brand. The model Sasha Pivovarova is back and is the embodiment of sophistication, featuring the winter collection of estiqueta full of textures, monochromatic tones and noble materials in the breathtaking images taken by Mert Alas and Marcus Piggott.

For the line eyewear, the label affixed to glasses with elegant details of luxury vintage inspiration. The pieces reflect the new chic, minimalist design with rounded shapes, which remain as a strong tendency for the market.

See also New Yves Saint Laurent Eyewear Campaign – Fall-Winter 2011-2012

Katie Holmes wears glasses Giorgio Armani GA852s Theatre National de Chaillot in Paris, France on July 5, 2011 for the presentation of the collection Giorgio Armani Autumn / Winter Haute Couture 2011-12.

Yvan Rodic, the street style photographer behind the Face Hunter, has released a new video as part of Armani‘s ‘real people’ campaign.
For the debut of its new Heritage Frames glasses last month, Armani previously enlisted some of Rodic’s colleagues.
Tommy Ton shot print ads for the Frames of your Life project, designed to showcase the collection on people on the street, not professional models.

The Giorgio Armani 2010/2011 sunglasses collection has been made to appeal to an elegant, sophisticated and feminine woman and to a man who has rediscovered the DNA of earlier collections, interpreted in a modern way through the use of new technologies and innovative materials.

GA 846/S
Glamorous and chic, these women’s sunglasses feature the new decorative gem that simulates the effect of diamonds due to a new and exclusive diamonding method. The workmanship, visible on the core of the temples through the plastic transparency, is obtained by using a diamond-tipped tool which removes very thin layers of metal, leaving a milled finish which reflects the light and produces an appealing colour effect. The colours decline in chic shades of brown, violet, sand/grey, blue, red and black.

GA 834/S
The icons and the details of this model are typical of the first Giorgio Armani collections. This model has been represented and interpreted in a modern way. This acetate sunglass features a modern drop-shape personalised by recognisable early-design elements, such as the bridge and metal rivets. They benefit from maximum comfort and functionality due to the prized glass lenses, polarised for optimum vision.