Samsung, which has been taking on its rivals Apple and BlackBerry in its recent advertising campaigns, now switches to a friendlier way to promote its Galaxy Note II smartphone. The brand is collaborating with fashion designer Alexander Wang on “the industry’s first co-created print inspired by crowdsourced sketches and images,” created using the Samsung device. The new partnership has both a fashion and a philanthropic twist: the collectively created design will be featured on a limited-edition bag set to be launched in key select markets across the globe to raise money for the Art Start charity, which helps change lives of at-risk children through art.
This is not a public project—“doodles” (various images, designs, patterns, photos) are being created by Wang’s friends (top names in fashion, including designers, stylists and photographers) using their Galaxy Note II. On collecting the visual pieces, Mr. Wang will then merge them all into a single artwork.
The brand has also released a video, in which the designer talks about his inspirations—the 1:40 film ends with the “Be creative. Be inspired” message (watch it above). So far, the brand doesn’t say when the bag featuring the “Galaxy”-born piece will appear.
Samsung also comes as an official sponsor of New York Fashion Week (February 7-14)—in particular, it introduces powerful Samsung Galaxy products to the fashion elite in exclusive VIP space there. It also provided some Art Start students with an opportunity to get an insight into the event’s world via on-site visits and some industry mentorship.
“Wang’s passion for experimentation, his playful sensibility and his on-the-go lifestyle are the traits that we seek to empower with the Samsung Galaxy Note II. Technology is becoming more deeply linked with the creative processes of fashion designers, and Samsung products are empowering users with the freedom to be creative and productive without limits. As technology and fashion converge, we will continue to create products that inspire passion through innovation,” commented Younghee Lee, Executive Vice President of Samsung Mobile, in the statement.