Carphone Warehouse have announced a new partnership with British super model Kate Moss, bringing a line of Moss-branded smartphone accessories to the mobile retailers stores.
The range will be targeted at women, inspired by a 52% rise in female ownership of smartphones. While men are still the largest group of smartphone users (70% of British males have some sort of smartphone device, according to Carphone Warehouse), the tech gender gap is closing, with 64% of women now owning smartphones too.
“We looked at the accessory ranges available today, and found that consumers were crying out for something different,” added Julian Siment, marketing director at Carphone Warehouse.
“Consumers see their technology as another way of expressing themselves and a natural extension of their own personal style. Fashion tech blurs the lines between fashion and technology, and Kate Moss is the perfect match for us to drive forward integration and creativity from the two industries.”
For Moss, a smartphone is as much fashion accessory as it is communication device.
“My phone’s as much a part of my look as my bag or shoes, and yet there’s so little choice out there,” said Kate Moss.
“My whole approach was to treat this as any other fashion collaboration; I was heavily involved in the design process and loved seeing my vision come to life in the final product. From the quality of materials to design, I wanted the best for my range that reflected my personal style.”
The new range will hit Carphone Warehouse shops and the company’s online store this summer.