Dev Patel

MILAN — Giorgio Armani is gearing up to debut the third edition of its “Films of City Frames,” a project — developed in collaboration with Rai Cinema and linked to the designer’s Frames of Life eyewear collections — aimed at supporting and promoting emerging film directors.

Following collaborations with the Toronto Film Festival in 2014 and the BFI London Film Festival in 2015, this time the Armani company will debut the project at the South by Southwest Conference and Festival in Austin, Tex. Running March 10 to 19, the festival celebrates the convergence of the film and music industries.


“Cinema, just like fashion, is a wonderful medium, because it keeps endlessly renewing itself thanks to the contribution of young talents who bring their unique point of view,” said Giorgio Armani. “I am proud of my Films of City Frames initiative: We have reached edition number three; we are in Austin at South by Southwest, which represents the cutting edge of visual creativity, and we are presenting stories that are emotionally strong as they are engaging. This edition also expresses a message of true multiculturalism, which I think today is particularly important.”

British actor Dev Patel, the Academy Award nominee for Best Actor in a Supporting Role for the film “Lion,” was the mentor chosen this year by Armani to support and guide the students from five international film schools participating in the project.

The premiere of the short movies will take place on March 11 in a special installation developed by Armani at the festival. Patel will attend the post-screening cocktail, which will be followed by a panel discussion moderated by fashion journalist Angelo Flaccavento.

The Armani company will enable the festival’s guests to engage with the “Films of City Frames” initiative through a digital Chatbot guide available at Facebook Messenger, as well as on the Armani Facebook page and at The Chatbot users attending the festival will have the chance to win a ticket to the premiere, while from March 12 the digital service will be open to all users who will be able to enter a contest to win a pair of Giorgio Armani sunglasses.

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