Technology and fashion have joined forces in a unique campaign that will see leading designer Alexander Wang create a new print for a limited edition bag. The print will combine digital doodles, sketches and photographs from top fashion names, contributed via the Samsung Galaxy Note II. The collaboration, initiated by Samsung as part of a unique branding campaign, aims to position Samsung as a brand that is creative, edgy and stylish. Furthermore, the campaign is taking a charitable stance as all proceeds will go to the New York Art Charity for Children. We take a closer look at the campaign, and why fashion is such an important element to technology marketing efforts.
Samsung’s Technology and Alexander Wang’s Creativity
The collaboration between Samsung and Wang represents how technology and style can go hand in hand, which underpins Samsung’s message that ‘technology empowers creativity’. The Samsung Galaxy Note II is designed to accommodate creative functionality, such as sketching, drawing and editing images whilst on the go. For designers like Wang, as well as fashion enthusiasts, having access to these functions is vital for capturing ideas and concepts as they are envisioned. In the campaign, not only will Wang be using the Samsung Galaxy II for such purposes, but also models, photographers, editors and Vogue’s digital creative editor, Sally Singer.
The Alexander Wang/ Samsung Campaign
In their video ‘Be Creative’, which was released in conjunction with the opening of New York Fashion week, Alexander Wang uses his Samsung Galaxy Note II to jot down ideas as he makes his way to his design studio and then finishes off at the location where one if his collections will be shown. The recurring theme in the video is what inspires the fashion designer. The video can only be viewed on social media, where it can be shared easily between friends and fans.
How Fashion Influences the Samsung Brand
Combining fashion and technology in branding efforts is not completely new, and has also been used by the automotive industry to distinguish brands from competitors, such as the 2013 Chevy Malibu collaboration with fashion designer Isaac Mizrahi. Fashion is good for humanizing technology and making it relevant in our immediate worlds. Thus it is vital for marketing as fashion helps strike an emotional connection with consumers. For Samsung, Alexander Wang is the perfect partner, as he is cool and cutting edge, and will help the mobile company etch out a unique identity.
Penny Munroe is an avid writer in fashion related news and tips. Articles include tips on dress code etiquette for dinner suits to the latest fashion news, straight off the catwalks.
Filed under: Beauty and Fashion, Celebrities, Featured Press
