Italian fashion house Armani have launched the

first interactive video style application for its Armani Exchange brand. The app allows users to create their own music video fashion show, share it with friends, and shop the looks.
This latest innovation from Armani Exchange builds on the success of the A|X Stylepad applications; the A|X Videomix will give iPhone and iPad users creative control to customise their own music video fashion show with a choice of runway models, music, backgrounds and looks, for an engaging experience.
Armani worked with digital boutique, Sodamedia, to develop this application which utilises advanced technology via a combination of automatic customisations drawn from Facebook Connect. Users can choose from a style arsenal of eight music tracks, 10 animated graphics backgrounds, 30 complete A|X looks and six models, to create eight runway looks per video for a unique video experience. Once complete, users will then be able to shop and share with friends via email and social networks, including Facebook and Twitter.
The A|X Videomix will also provide users with the opportunity to receive exclusive content, including access to the Giorgio Armani ‘SuperShow’ created using the app, as well as opportunities to participate in special promotions and giveaways.
The looks featured in the app have been built from the A|X 20th anniversary collection and the cast includes models including Alessandra Ambrosio, Marlon Teixeira, Francisco Lachowski, and Milou Sluis.




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