By Sarah Falson

MELBOURNE: Samsung teamed technology with fashion this morning at the L’Oréal Melbourne Fashion Festival, which the electronics company is sponsoring as part of a strategic marketing campaign that aligns the brand with glamour, glitz and good looks.

Until 10 March, Festival punters can visit the Samsung Mobile Studio where the company’s phones will be available to view and test, in a razzle-dazzle atmosphere complete with a Samsung DJ, cocktails, Samsung mobile-runway shows and fashion photographers.

“Combining sleek lines and finishes, multimedia capabilities and extraordinary quality, Samsung has a range of mobile phones that suit every consumer style. From the world’s slimmest high-performing devices to the latest in camera, video, music and business smart phones, Samsung is at the front line of fashion trends,” said Samsung.

The company is running a Samsung Developing Designer program that supports “Australia’s hottest developing designers”, with ten designers showcasing their own ranges of clothing that were inspired by Samsung’s latest mobile phones, putting them in the running to win a $10,000 Samsung Business Development Grant.

“Surprise celebrities” will also make appearances at the Samsung Mobile Studio located in the Melbourne Museum Plaza throughout the week.

“The fast pace of life and the search for solutions has inspired a new era of mobile communication devices that have become the hottest new accessory and a staple of the fashionable wardrobe,” said Samsung.

“Samsung combines fashionable design, multimedia and extraordinary quality to deliver a range of mobile phones to suit your style. From the world’s slimmest, high-performing devices to the latest in camera, video, music and business smart phones, Samsung is seriously in fashion.”

According to Samsung Mobile Australia marketing manager, Jenny Goodridge, consumers are becoming far more discerning in their reasons for purchasing a new mobile phone.

“The style and design of a mobile phone says everything about an individual’s personality and lifestyle,” she said.

“Our partnership with L’Oréal Melbourne Fashion Festival and our Developing Designer Program shows our commitment to furthering artistic and creative talent, while at the same time giving consumers the ability to tell us what stylish products they want.

“We’re looking forward to a long partnership with the L’Oreal Melbourne Fashion Festival and being able to support Australian fashion in pushing the boundaries of new and innovative fashion design.”