LG to launch new PRADA handset in 2012


LG and PRADA renew agreement first signed in 2006 which will see a new PRADA phone launched in early 2012

Korean manufacturer LG has renewed its mobile partnership with luxury goods manufacturer PRADA which will see it launch a new PRADA handset in early 2012.

The renewal of the partnership sees LG and PRADA continue the relationship they started in 2006 and has resulted in two premium PRADA handsets being launched in 2007 and 2008.

The new device, labelled the PRADA phone by LG 3.0 will look to build on the success of the first two phones, the first of which shipped 1 million units during its time on sale.

LG Electronics Mobile Communications Company President and CEO Dr Jongseok Park described the relationship between the two companies as “unique”.

“Our working relationship with PRADA is unique in its longevity and success, something no other phone company and fashion brand have been able to replicate,” Park said.

“Having successfully launched two PRADA phones by LG, we look forward to collaborating further to develop premium handsets representing the most sophisticated style.”

PRADA Group CEO Patrizio Bertelli said: “The partnership between Prada and LG has always been characterised by an innovative approach and uncompromised quality of style, design and breakthrough technology.”

“These values are common to both our brands, which have always anticipated, and often set, the trends in many fields. We were therefore delighted to cooperate again with LG in the development of the latest creation of the mobile communication industry.”