In the age of social networking, Gucci is up to speed. In a bid to promote their new eyewear line, the Italian fashion house is also introducing a new photo-inspired social networking micro site.
Gucci Eyeweb is a new party photo destination where users can create their own photo art ‘reflectively’ in the lenses of the ‘eyeweb’ sunglasses and can then share the results with friends. Like a social networking site, users can leave comments on their photos. Photos can be added to a timeline as well as change which virtual city you’re in, which also alters the language and background music of the page. Taking a pioneering approach, Gucci Eyeweb combines highend quality with strong iconic styles that are destined for a younger audience both in terms of design and price.
The new glasses, designed by Gucci’s creative director Frida Giannini (who makes a cameo in one of the shots in the Milan section of the site), are inspired by all things digital and are all marked with the signature green and red stripes used on the website. They come in two models – male and female, distinguished by a single G hallmark for the boys, and a GG for the girls – and six colours, with three new models set to be introduced in Spring 2010.
The launch arrives in conjunction with the debut of Gucci’s first ever mobile application, which offers “a 24-hour music channel, hotel and restaurant tips, as well as playlists and a turntable for mixing tracks by music producer Mark Ronson.”
“I designed these sunglasses and the accompanying social networking site with today’s digital generation in mind. I hope that they will both enjoy wearing them and reflecting and connecting their own creativity with their friends around the world,” says Frida.
To have a look around and see the great graphics for yourself, check out: www.guccieyeweb.com