An Exclusive Encounter With Giorgio Armani in Second Life

September 28, 2007 – UPDATE: If you missed Giorgio Armani and Candy Pratts Price's virtual interview in Second Life, you can watch it below.
See the clip >
Read a transcript of the interview >

September 25, 2007—This Thursday, Style.com's Candy Pratts Price will be talking fashion and innovation with Giorgio Armani. But their conversation won't take place at the designer's Milan headquarters or Style.com's midtown Manhattan offices or anywhere else on this planet, for that matter. Instead it will happen in Second Life, the virtual, 3-D, user-generated world, which this week sees the opening of an Armani/Manzoni store.

Visitors to this online emporium, a mirror of the designer's real-life concept store on Milan's Via Manzoni, will be able to buy Armani's wares virtually using Second Life currency (as well as actually buy them via a link to www.emporioarmani.com). What we find most intriguing is the possibility of bumping into the designer—or at least his avatar—in the café, bookstore, or among the racks of clothes. "I am looking forward to meeting those Second Lifers who visit the store," Armani said. "My alter ego will be present much of the time to check on how the store is doing."

His first virtual encounter will be with Pratts Price, herself a convert to the 3-D universe. "When I first heard of Second Life, I thought it was a cat food," joked Style.com's executive fashion director. "But I quickly discovered that it's a whole unique world. It's like arriving at a club, dancing with someone, and then getting to know them. I love how you can go anywhere, be anywhere."

Armani and Pratts Price's virtual interview will air here and in Second Life this Thursday, September 27, at 1 p.m. EDT.