Fashion houses just got a little more social. Giorgio Armani has teamed up with the social video platform VideofyMe to develop its very own filter and social contest based around its Frames of You campaign. The brand’s campaign follows the stories of five people from different walks of life whose lives all intertwine. Inspired by the tale, the Armani team wants to see similar stories from their own customers.
Armani has teamed up with VideofyMe to create a filter that mimics the look and feel of the Frames of You campaign, and encourages users to use it to film a short video of themselves or friends wearing their favorite sunglasses. Participants are then asked to tag it with #framesofyou, and the best submissions will be culled and featured through the official Frames of Life site, as well as Armani’s social channels.
Although the videos must be submitted through VideofyMe, the king of the phone photography world, Instagram, isn’t being left out. Users who take photos tagged with #framesoflife or #framesofyou are also featured on the Frames of You site. With digital user-generated content taking the spotlight, this could be the start of a new trend for fashion houses.
Here are some of the #framesofyou submissions so far.