Armani Beauty Stars focuses on models' emotions. Image credit: Armani Beauty
Italian fashion label Giorgio Armani is celebrating its cinematic ties through a partnership with the Venice International Film Festival.
Giorgio Armani Beauty has become the official beauty sponsor of the festival, and will provide makeup services to guests during the event this summer. Through this partnership, Giorgio Armani will join other luxury brands including Jaeger-LeCoultre and Lexus as sponsors, allowing it to reach an audience of celebrity attendees.
On-screen beauty
The Venice International Film Festival, taking place from Aug. 29 to Sept. 8 this year, is the oldest film festival in the world.
During the 75th annual event, Giorgio Armani Beauty will be on hand to give guests makeup looks. Among those attending are celebrities who will walk the red carpet.
Armani Beauty has existing relationships with a number of stars, including global beauty ambassador Cate Blanchett. The award-winning actress has been the face of Armani’s Sì perfume since 2013, and now represents all of the label’s cosmetics (see story).
Cate Blanchett is returning as the face of Armani Sì Passione. Image credit: Armani Beauty
Further inviting festival attendees to explore its brand, Armani Beauty will be hosting a display at the Palazzo del Casinò.
Armani’s fashions has a long film history, having created costumes for actors in films including 1980’s “American Gigolo” and 2010’s “The Social Network.”
Armani recently put the emphasis on expressions in a cinematic series for its beauty line.
The brand’s “Beauty Stars” campaign takes place in a movie theater, where the emphasis is on the audience’s reactions rather than what is on screen. Instead of highlighting specific products, the short films directed by Zoe Cassavetes instead create a mood and feeling around Armani Beauty (see story).