With the smartphone and wearables category quickly growing, Samsung wanted to shift its perception from the brand for the ‘tech-obsessed’ to the season’s smartest, must-have fashion accessory.
The “Forces of Fashion” global campaign platform brought influencers together to create a fashion-forward seasonal “Lookbook” featuring Samsung’s latest Galaxy smartphones and smartwatch. The high-concept fashion campaign was shot by a world-class photographer and launched during Fashion Month. Thanks to a range of fashion-forward activities, Samsung generated photo-worthy moments and direct contact with fashion media.
“When you think of tech, you think of Game Boys, smartphones, maybe even a robot—but fashion, well, that isn’t necessarily the first thing that comes to mind.”NYLON