Prada to design luxury phone

Fashion designer Miuccia Prada and her Creative Team at the Prada fashion house are designing the first Prada branded phone in conjunction with the Korean phone maker LG Electronics.



Fashion designer Miuccia Prada and her Creative Team at the Prada fashion house are designing the first Prada branded phone in conjunction with the Korean phone maker LG Electronics.


The move is a first for the world-renowned fashion chain, which has long been expected to move into its own-branded luxury gadgetry.


Prada and her partner Patrizio Bertelli have been working with LG to create a phone that aims to be ‘avant garde, innovative and iconic’, according to a statement released from Italy today.


Prada, which usually specialises in luxury handbags, footwear, eyewear and fragrances, and LG have jointly explored and developed all aspects of the product, focusing on design and packaging as well as the key elements inside the phone, such as software, user interface and music.


The phone aims to be ‘unique, sophisticated and elegant’, with an advanced touch interface that ‘eliminates the conventional keypad’.


The initial launch is planned for ‘early 2007’, though a spokeswoman for Prada was unable to clarify exactly when this will be. Distribution will start from Italy, the UK, France and Germany, and will later be rolled out to Asia.


It is Prada’s policy not to disclose names of individual designers from its in-house Creative Team.

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