Armani Picks Shawn Mendes to Front New Touchscreen Smartwatches

At 18, this is the Life of the Party.

BY AFP Relaxnews | Jun 20, 2017 | News

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, who will turn 83 years old in July.

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.

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.