The Hindu Business Line : Ashish Soni to design collection on Nokia luxury handset

Nokia has tied up with Indian fashion designer, Ashish Soni, to create a collection inspired by a new luxury handset to be launched globally later this year.

This exclusive collection designed by Ashish Soni will be showcased at Wills Lifestyle India Fashion Week on September 2.

Mr Devinder Kishore, Director-Marketing, Nokia India, said, "A recent consumer segmentation study completed by Nokia globally, found that majority of the mobile phone consumers fall in the `style' category. This segment places great emphasis on the aspirational value of a product and considers design to be a key parameter when making their purchase decision.

"Given analyst projections that 1 billion new consumers will join the mobile phone user group and influence how they want their phones to look and function, it would be fair to say that the era of mass market design is coming to an end."

Commenting on the partnership with Nokia, Mr Ashish Soni said, "Being a Nokia fan for over a decade now, I am honoured to be associated with one of India's leading lifestyle-technology brands.

"Our partnership will give me an opportunity to create a collection that represents the fusion of fashion and technology. I am delighted that I could partner with Nokia on an initiative that is so close to my heart."

Details of the luxury handset to be launched by Nokia were not available.

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