02 February 2011

Street Specs

Giorgio Armani brings his new eyewear collection to the streets in a clever campaign incorporating fashion, photography and social media.

Frames of Your Life takes 4 bloggers – photographers and trendsetters in their own right – and sets them loose on the streets of Milan, Paris, London and Berlin to snap everyday people, captured in a single moment wearing Armani specs.

London. Photograph by Jackie Dixon

In the tradition of street style blogs like The Sartorialist and Jak and Jil, the resulting photographs reveal distinct personalities and styles– ones that wouldn’t otherwise be found in a conventional ad campaign.

The cities themselves are also brought to life, each revealing its own flavour and aesthetic.

Of Berlin, blogger Natalie Weiss observes “It is difficult to frame something that is on the move, and Berlin definitely is.”

Berlin. Photograph by Natalie Weiss

“Paris is really about ‘less is more’ for fashion, design, and way of life,” says Eleonore Bridge of the city she documented for the campaign.

Paris. Photograph by Eleonore Bridge

“Milan is often considered a severe city but it’s able to surprise you with its unexpected energy and vitality,” says photographer Micol Sabbadini of the Italian style capital.

Milan. Photograph by Micol Sabbadini

The one common thread between the 4 series of portraits is the strong structural shape of the designer frames.

Berlin. Photograph by Natalie Weiss

Frames of Your Life is now set to leave Europe and travel across the world, with New York, Los Angeles, Tokyo, Hong Kong, Beijing and Shanghai next on the list to be snapped.

The best shots from around the world will then be curated and showcased at a special event celebrating the project.

Frames of Your Life
armani.com/framesofyourlife