Appeared In
Special Issue
Men'sWeek issue 10/20/2011

A|X GOES INTERACTIVE: A|X Armani Exchange is preparing an interactive video app that will allow its followers to create their own music video fashion shows.

The A|X Videopad app for iPhone and iPad is the final piece in a year-long celebration of the 20th anniversary of A|X, a younger-themed collection from Giorgio Armani. The app can be shared through Facebook and Twitter and includes a link to the A|X online store for shopping. It is expected to launch next week.

This story first appeared in the October 20, 2011 issue of WWD. Subscribe Today.

“It’s like Stylepad, but times 100,” said Tom Jarrold, chief marketing officer for A|X. Stylepad, which launched earlier this year, is an app that allows users to design their own A|X pages by selecting a background, casting a model from supplied images and writing a personalized message over the image to share with friends on social networks.

The Videopad is more elaborate. Users are able to select from 10 animated graphic backgrounds, choose from eight musical tracks and then pick eight favorites from among 30 looks from the company’s A|XX 20th Anniversary collection worn by some of the company’s most famous models including Alessandra Ambrosio, Marlon Teixeira, Francisco Lachowski, Milou Sluis and others.

The user names the show, signs his or her name and then sits back and watches the fashion show that was created. At the end, the user can share the show with friends or click on looks to purchase them. Other content on the site includes a “backstage pass,” Jarrold said, behind a button that reads: “Unlock hidden content.”

The Videopad also offers users access to a Giorgio Armani SuperShow created by the designer.

Jarrold said the app will be updated each season. Users will also receive exclusive content and be able to participate in special promotions. The next phase will include a sweepstakes where the winner will be flown to Milan for an Armani fashion show.

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