Gadgets and fashion are colliding as both Apple and Samsung are collaborating with high-end fashion brands to promote their latest devices.
Apple is touting a partnership with fashion brand Burberry that saw its recently released iPhone 5s used as a camera for a runway show in London days before the device goes on sale.
According to a press release from Apple, Burberry used the iphone 5s’s camera to record “runway and beauty looks, product details, and backstage moments.”
Samsung took a more participatory approach to the fashion industry when it showed up at New York Fashion Week in september and at seoul Fashion week in last week, oct. with its Galaxy Gear smartwatch and Galaxy Note 3 phablet. Fallon jewelry designer Dana Lorenz sent models down the runway with studded charms for the Galaxy Gear and fringe leather cases for the Galaxy Note 3.
At last year’s Fashion Week, Google partnered with fashion icon Diane von Fursternberg to use Google Glass units to film her runway show.
As the market for wearable devices ramps up, this kind of cooperation between tech brands and fashion designers will pick up. Samsung itself highlighted during its recent Galaxy Gear launch that it expects the device to become a “new fashion item around the world.”
Opinions about the Galaxy Gear’s aesthetics may be mixed, but Samsung is at least on the right track. Now that we’re starting to wear our gadgets, they are inextricably part of our fashion and style. With brands like Marc Jacobs and Michael Kors targeting the tech accessory market, the stylization of our gadgets is already well underway.
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