Designers Ben Wu & Desmond Yang Unveil Cutting-edge Fashion Collection With Samsung

April 7, 2010 - PRLog -- SINGAPORE, 6 APRIL 2010 – In conjunction with Samsung‟s participation at the Audi Fashion Festival 2010, Samsung is pleased to announce the special design collaboration initiative with renowned fashion maestros, Ben Wu and Desmond Yang. The designers have teamed up with Samsung to create the Samsung Wave AFF’10 Fashion Collection – a fashion collection which showcases six design creations, that complements the festival‟s Official Mobile Phone, Samsung Wave Smartphone. To deepen the collaboration, the designers have also been invited to present their artistic vision of the 3D HDTV Eyewear.

This design collaboration with Ben Wu and Desmond Yang intensifies Samsung‟s continued commitment to fashion and design and heightens its support for local fashion.

Three special limited edition fashion pieces from the Samsung Wave AFF‟10 Fashion Collection will feature the “Archetype” series by Ben Wu. Ben shares, “Each of the accessory design is an artwork set to amplify an updated-human-behaviour through interaction with the mobile phone in their everyday lives.” The edgy, progressive contemporary-styled fashion pieces titled “addict”, “fanatic” and a mini top handle-bag named “ethic” are playful architectural designs, resonating the signature archetypical design approach in his craft.

Unfolding a different dimension to the Samsung Wave AFF‟10 Fashion Collection is Desmond Yang‟s “Wings - Take flight” series. Desmond passionately presents “Soaring”, “Independence” and “United”, three bold and audacious, statement-making fashion accessories. On his inspirations for the series, Desmond says, “I was stirred by the notion of how birds take flight and when their wings flap, they produce winds, which in turn produce waves.” Desmond shares further, “And I believe that the combination of today‟s design and technology will allow our local fashion industry to soar to greater heights.”

“We‟re very impressed with how Ben Wu and Desmond Yang have seamlessly woven the idea of a digital lifestyle into beautiful, eye-catching fashion pieces,” remarks Irene Ng, Director of Strategic Marketing, Samsung Asia. “The designers have ingeniously infused the essence of the Samsung Wave into their creations, representing a harmonious dialogue of lifestyle technology, fashion, design and innovation.”

“This collaboration showcases Singapore‟s design talents at its best,” she adds.

Available mid–May 2010 onwards, the design concepts and creations will be exhibited at the festival tent lounge of Audi Fashion Festival 2010 for the entire festival week. The Samsung AFF‟10 Fashion Collection will be made exclusively available for sale at the Samsung Flagship Store at VivoCity, BenWU boutique at Mandarin Gallery and abyzz by desmond yang boutiques at Orchard Central and Millenia Walk.

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About Samsung and Singapore Fashion
Samsung continues to reinforce its commitment to Singapore‟s fashion scene through the participation in the Audi Fashion Festival 2010 as its official mobile phone brand, following its sponsorships of Singapore Fashion Festival in 2008 and Audi Fashion Festival in 2009. Through cutting-edge fusion of design and technology, Samsung continues to break new ground in mobile phone design to delight style-conscious consumers with the Samsung Wave, announced recently at the Mobile World Congress 2010.

As part of their participation at the Audi Fashion Festival, Samsung will also present the Marchesa fashion show on the 30th April 2010, featuring Korean model Song Kyunga.
This year Samsung also extends its commitment to support local designers as participating sponsor for the Blueprint initiative, a trade fair for Asian designers and a platform created to drive synergy for fashion trade in Asia held in conjunction with the fashion festival.

About Samsung Electronics
Samsung Electronics Co., Ltd. is a global leader in semiconductor, telecommunication, digital media and digital convergence technologies with 2008 consolidated sales of US$96 billion. Employing approximately 164,600 people in 179 offices across 61 countries, the company consists of two business units: Digital Media & Communications and Device Solutions. Recognized as one of the fastest growing global brands, Samsung Electronics is a leading producer of digital TVs, memory chips, mobile phones and TFT-LCDs. For more information, please visit www.samsung.com

For media enquiries, please contact: -
Sabrina Chia
Tel : 65 6547 8979
Email : sabrina@accesscoms.com.sg

Melodie Ng
Tel : 65 6547 8979
Email : melodie@accesscoms.com.sg

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