NEW YORK — Diane von Furstenberg is doing a high wireless act.
The fashion designer is sharing her face and creative inspiration with Samsung through her design of a fire-engine red cell phone sporting Andy Warhol’s portrait of von Furstenberg — symbolic of mobile phone technology’s advance to the forefront of style.
“I loved my Warhol from the Seventies,” von Furstenberg said.
Indeed, von Furstenberg said she took on the project because “the phone is so much an accessory today, it fit with the brand. The new body language of the young girl is to talk on a cell phone and put on lip gloss.”
In addition to the Warhol-dipped graphic, a sort of visual metaphor for von Furstenberg’s iconic wrap dress, the phone features a red-and-black lips charm, silver-and-black DVF logo tag, and an accessory dubbed a city band, allowing women to carry the phone plus a few items like a credit card and lipstick in one sleek package. Von Furstenberg also has developed multimedia content for the mobile, such as voice tones to be used as ring tones, and signature screen savers, like a DVF girl garbed in a black-and-white wrap dress.
The DVF Mobile by Samsung, to be offered in a limited edition of 1,000 custom-painted phones, will be marketed in a multimedia campaign, including an eight-page advertising section in the November issue of Vogue, arriving on newsstands this week, and at a microsite at style.com/promo/samsung. “The partnership between Samsung and Vogue represents the way women think about their relationship with design and technology,” noted Tom Florio, vice president and publisher of Vogue.
Neither a date for the DVF Mobile’s introduction at retail, nor a price have been set, but it will probably be about $300, said Mitch McCasland, senior manager of strategic marketing at Richardson, Tex.-based Samsung Telecommunications America. Ads for Samsung’s second fashion phone will bow in the March issue of Vogue, Florio said of the effort that will introduce two designer phones a year. McCasland declined to identify the next designer.
The target customer for the DVF Mobile, McCasland said, is predominantly female and cares about style. Von Furstenberg was selected, he added, “because our customers told us they admire her.”
— Valerie Seckler