Sony Ericsson merges mobile phones with the Cat Walk
26 February 2007 by axxxr Mobile phone giant Sony Ericsson joins with Japanese street fashion houses
in a show to promote mobile phones as fashion items.
With mobile phones emerging as fashionable items in Japan, global mobile phone company Sony Ericsson teamed up with Japan's popular apparel companies to promote its latest mobile phones on Monday (February 19). The company fused its mobile phones into a fashion show, collaborating with popular Japanese apparel companies such as Alba Rosa Japan, HbG and Jollyu Boutique.The event, called "Beauty Renaissance Collection", showcased models strutting down stairs while holding the mobile giant's latest mobile phones in their hands at Tokyo's Omotesando hills commercial complex.The highlight was the jewelry-studded mobile phone, which cost as high as 25,000 U.S. dollars and displayed by popular Japanese model Moe Oshikiri. The company said it aimed to highlight the designs and colours of the phones instead of underscoring its functional utilities, such as its ability to download music or high-resolution cameras. "We want to make the mobile phones to be fashion items in the true sense of the term by holding it users can be cool and stylish," said Hirokazu Ishikzuka, head of Sony Ericsson mobile communications Japan.For 30-year-old Kyoko Koide, the new phones would help her and other
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