Samsung Mobile fuses fashion with technology at this year's Dubai Fashion Week

Mr. Sandeep Saihgal, general manager of mobile phones at Samsung Gulf Electronics:

"Fashion is a prefect fit for the Samsung brand; concepts such as innovation, style and design, which are fundamental to the fashion industry, also lie at the heart of Samsung's vision. We are pleased to be present at this year's Dubai Fashion show. Through this partnership, we are able to re-affirm our support to the fashion industry and nurturing young and upcoming talents from the region."

There is a growing target audience of fashion, lifestyle and smartphone conscious consumers. "Today, fashion has expanded to encompass our way of life, not just how we dress, but how we design our home, the hotels we stay in, the car we drive and the technology we buy. Samsung has successfully anticipated the growing role for consumer electronics in consumers' lives, while recognizing the importance of self-expression in the development of its products. Mr. Saihgal added.

Samsung's involvement in fashion started with its partnership with Armani, one of the world's iconic fashion designers, to bring consumers world-over mobiles phones and television sets that express their unique lifestyle and fashion sense. Samsung has reaffirmed its leadership in design by culminating global prestigious design awards; examples would be the Samsung G810, I8910HD receive EISA Award.

During this year's Dubai Fashion Week, Samsung will be partnering with the prestigious Dubai-based fashion blog; HellwaFashion. The blog is the ultimate site to check out the city's latest shopping updates, style tips, relationship advice and social events recap.

Bebhinn Kelly, managing director of HellwaFashion.com:"We are extremely excited about our partnership with Samsung which is a first for the region. Hellwafashion.com will create and maintain an online fashion diary on behalf of Samsung for Dubai Fashion week (DFW).The Samsung HellwaFashion DFW online diary will include notes on key trends, signature styles, designers to watch and of course all the front row gossip about who is wearing what Readers will be able to log onto hellwafashion.com everyday and read up to date diary entries. The online fashion diary will also incorporate twitter, where we will load up to the minute pictures and comments about what is happening on the runway."