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Prada will put its internationally renowned brand name to a new phone it has developed in collaboration with LG Electronics. In a move that echoes Nokia’s decision to call on designer Cath Kidston to customise its phones, LG is hoping to win over consumers by giving an existing LG phone a fashionable makeover.
The phone will have an “avant-garde” design and features new software and music functions. It will be launched in Europe early next year, followed by distribution throughout Asia. Patrizio Bertelli, president and CEO of Prada, said: “As we do ready-to-wear and accessories, we were looking at a break-through. “Consistently with our approach, we are not branding an existing product; rather, we have been working with LG to give this new phone a very strong character.”
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