Pucci Launches Cell Phone in Japan

The fashion house also staged a reprise of its fall collection.

View Slideshow

PHONE TAG: Pucci is the latest fashion house to jump into the cell phone category. On Thursday the house staged a reprise fashion show of its fall collection in Tokyo, after which it unveiled its new Japan-only handset. But those expecting a colorful swirled exterior are off the mark. The new phone, developed with service provider NTT Docomo and Sharp, comes in solid pink, purple, black or limited-edition silver. The operating system features a series of Pucci-style animations featuring turtles, butterflies and other animals created by by Italian artist Felice Limosanti. Laudomia Pucci said consumers who buy a phone will get their first text message from Pucci's recently launched mobile e-commerce website. Still, she doesn't foresee an international rollout for the phone, which retails from about 50,000 yen, or $543, to 60,000 yen, or $652. "I don't think the technology [outside Japan] is that strong yet," she said. Meanwhile, Pucci creative director Peter Dundas lamented that his trip to Tokyo was such a short one- and filled with hotel food. "I haven't even been to a Japanese restaurant. It could make you cry," he said.

View Slideshow
load comments


Sign in using your Facebook or Twitter account, or simply type your comment below as a guest by entering your email and name. Your email address will not be shared. Please note that WWD reserves the right to remove profane, distasteful or otherwise inappropriate language.
News from WWD

Sign upSign up for WWD and FN newsletters to receive daily headlines, breaking news alerts and weekly industry wrap-ups.

getIsArchiveOnly= hasAccess=false hasArchiveAccess=false