Mop_16n17_782

Page 1

Design

ELAINELAU AND GRACECHIN

O PT I O N S

N O V E M B E R

2 3 ,

2 0 0 9

16

in to beco with bile user regar “N cons tent seve mini the F the Berk H the e fashi on N form in R colla just t a pai a dre also appl kia’s by FJ and Fr scree feeds week

Fashion connection Call up the latest brands and labels on Nokia’s new smart phone

T

he fashion circuit has shortened significantly from runway to computer desktop, and is made even more accessible with smart phones. Now, with Nokia’s new mobile application Fashion Asia, consumers get connected directly with the current looks from top fashion brands, straight from their fashionable phone — the Nokia N97 mini Raoul Special Edition. This special Nokia phone marks the technological debut of Raoul, a Singapore-grown fashion label owned by the fashion and lifestyle retail group FJ Benjamin, also the distributor for Celine, Guess, Banana Republic, Marciano, La Senza and Gap across Southeast Asia and Australia. At the launch of the application and a limited edition phone, Douglas Benjamin, CEO of FJ Benjamin and creative director of Raoul, shares that the project took four months from inception to execution. The venture into technology and association with Nokia are something Raoul is very proud of. Says Benjamin, “I am very flattered that Nokia felt we are ready to take on the mantle of having a phone. Only a few [fashion] brands in the world have phones named

leather with a pebble-grained texture. It also comes with an additional phone back plate with signature Raoul stripes, a handy phone strap, and is presented in a beautiful leather-wrapped Raoul box. Availability is only limited to 1,000 each for both Singapore and Malaysia. This partnership is recognition of FJ Benjamin’s leadership of fashion retail in Asia, says Vlasta Berka, Nokia’s general manager for Malaysia, Singapore and Brunei. It was not a difficult decision to make when Nokia was approached, as he notes that fashion and technology are not incongruous industries

Berka (left) and Benjamin showing off the fashionable phones.... the project took four months to complete

after them. We’re proud to be associated with Nokia because it’s the biggest name in telecommunications.” There isn’t much difference in the Nokia N97 mini Raoul Special Edition from the original phone

in terms of functionality, except for its finishing and appearance. It is a warmly hued metallic rose gold, with a specially designed Raoul leather pouch made of premium matte calfskin

The phone comes with a leather-wrapped box, additional backphone strap and leather pouch, all designed by Raoul


Turn static files into dynamic content formats.

Create a flipbook
Issuu converts static files into: digital portfolios, online yearbooks, online catalogs, digital photo albums and more. Sign up and create your flipbook.