Giorgio Armani testimonial for own eyewear

At a time when many fashion houses have chosen to immortalize some of Hollywood's most famous actors and actresses in their advertising campaigns, Giorgio Armani is doing something different to promote in Italy the launch of the fall and winter Giorgio Armani and Emporio Armani eyewear collections, the first to be produced and distributed by the Safilo Group, thanks to the licensing contract signed in February 2003.

For the Emporio Armani collection dedicated to the younger target, Giorgio Armani has used two kinds of owls as 'models' for the presentation of the new his and hers line. One owl comments: 'This is how women like me: predatory', whereas the other owl is more philosophical and states: 'Too many late nights give me dark circles round my eyes'.

For the new eyewear collection with the Giorgio Armani label, the stylist himself appears as the testimonial, a demonstration of his passion for designing eyewear. A passion that over the last 15 years has made the Armani Group one of the world's major companies in eyewear design. To underscore this advertising campaign's personal touch, the visual is completed with the simple phrase: 'Eyewear from Giorgio Armani'.

The stylist commented on the new advertising campaigns: 'The fashion industry often takes itself too seriously. That's why I thought it was right that the first collections produced by Safilo for the Giorgio Armani and Emporio Armani lines should be launched with very ironical advertising campaigns that would attract attention precisely because they go against the trend'.

For the Emporio Armani eyewear campaign, instead of relying on press ads the Armani Group will invest heavily in television (MTV, Italia 1, M6 and Telecinco) and outdoor posters in special positions. The Giorgio Armani eyewear campaign will also benefit from strong visibility in privileged positions in publications such as the Wall Street Journal, Vanity Fair, the New York Times, Esquire, Corriere della Sera, Le Figaro, the Daily Telegraph and Suddeutsche Zeitung. The campaigns will begin in September and continue until December.