Giorgio Armani picks Shawn Mendes to front new touchscreen smartwatches

The Italian fashion house has teamed up with the "Life of the Party" singer to launch its first collection of touchscreen smartwatches, presented at the Emporio Armani spring/summer 2018 menswear show in Milan, Italy. As well as taking to the runway for the label, the 18-year-old Canadian stars in the campaign for this new collection.

He may only be 18 years old, but Shawn Mendes has already made his name on the international music scene, topping the Billboard 200 album chart twice. His second album, "Illuminate," also topped the iTunes chart in no less than 65 countries. This kind of success makes the young star a prime choice of influencer among the public. 

"I am convinced that there cannot be technology without passion, or progress without emotion. Shawn Mendes is a very talented musician who touches the hearts of his fans around the world. He speaks to many more than just today's youth, because he is authentic. That is why I chose him to be the face of this innovative line of smartwatches, conceived through the union between state-of-the-art technology and detailed design," explains Giorgio Armani.

Revealed alongside the Emporio Armani menswear show in Milan, the campaign features Shawn Mendes in a simple and minimalist decor. The stills were shot by photographer Sabine Villiard and the video was filmed by director Alex Courtes in Toronto, the singer's hometown.

"I'm so excited to be working with Mr. Armani and the whole team at Emporio Armani. I have so much love for the brand and what they stand for, and am so honored to be working with them on this amazing and innovative campaign. They've given me a platform to express my individuality and to keep things authentic to me," said Shawn Mendes. 

Emporio Armani's new touchscreen and hybrid smartwatches have customizable watch faces and interchangeable straps with several colors and materials available. Models in the collection let users track activity (steps, runs, fitness goals), stream and control music, check the weather, set reminders and more.

The new watches will be available September 14 on, in Emporio Armani stores and in selected department stores.

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