Prada is going wireless. The Italian fashion and accessories house has partnered with South Korea-based LG Electronics to develop an iconic mobile phone to be released in early 2007. The initial launch is planned for distribution starting in Europe—first in Italy, the United Kingdom, France, and Germany—followed by Asian locations such as Hong Kong, Taiwan, and Singapore. The Korean version of the phone is scheduled to launch in the second quarter of 2007. “As we do with ready-to-wear and accessories, we were looking at a break-through,” said Patrizio Bertelli, president & CEO of Prada. “Consistently with our approach, we are not branding an existing product; rather, Miuccia and I have been working with LG to give this new phone a very strong character and unique style, both in its contents and in its design.”

Added Mun-Hwa Park, President & CEO of LG Electronics: “Prada’s legacy for classic and sophisticated design meant they were the perfect partner to develop this shared vision of innovative technology and ultimate style.”