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With mobile phones emerging as fashionable items in Japan, global mobile phone company Sony Ericsson teamed up with Japan's popular apparel companies to promote its latest mobile phones on Monday (February 19).

ESATO NEWS

The company fused its mobile phones into a fashion show, collaborating with popular Japanese apparel companies such as Alba Rosa Japan, HbG and Jollyu Boutique.The event, called "Beauty Renaissance Collection", showcased models strutting down stairs while holding the mobile giant's latest mobile phones in their hands at Tokyo's Omotesando hills commercial complex.The highlight was the jewelry-studded mobile phone, which cost as high as 25,000 U.S. dollars and displayed by popular Japanese model Moe Oshikiri.

The company said it aimed to highlight the designs and colours of the phones instead of underscoring its functional utilities, such as its ability to download music or high-resolution cameras.

"We want to make the mobile phones to be fashion items in the true sense of the term by holding it users can be cool and stylish," said Hirokazu Ishikzuka, head of Sony Ericsson mobile communications Japan.For 30-year-old Kyoko Koide, the new phones would help her and otherwomen be simultaneously in sync with fashion and technology."For women, mobile phones are very much a part of fashion and we bring mobile phones everyday, anywhere. So I think it is a great idea,"she said.Japan is among the world's biggest fashion markets, with 88 billion U.S. dollars spent on apparel in 2003, government figures show.

more pictures in the News Section.



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Posted: 2007-02-26 23:24:18
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why so little money for the fashion phones.
the store where i used to work asked 500Euro to put swarofski's on any phone. and here SE asks 112$ phone included.
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Posted: 2007-02-26 23:34:20
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