Issued by: RedCube Agency

Lucilla Booyzen at Samsung Icone Modele Launch.

Craig Kidson, Loyiso Bala, George Georgas and Justin Hume at Samsung Mobile Icone Modele Launch.

Otalie Seabela, (True Love Mag) Jenny Andrew, (Business Day Wanted) and Khensani Mashamba (Destiny Mag).

Vanessa Carreira - Coutroulis, Chris Coutroulis, Daniel Lamberti and Justin Hume.

Over the next few months Samsung Mobile will be hosting search stages at Canal Walk, Sandton and Gateway Theatre of Shopping Malls to find the ultimate guy and girl pair who have the look and the lifestyle to take on the ramps of SSAFW and the world. Not only will this pair open SSAFW 2008 but they will feature in selected lucrative Samsung Mobile advertising campaigns as well as winning a minimum one-year contract to New York based agency, Next Models.

"The Samsung Mobile Icône Modéle needs to be distinctive and individual in order to work in a global market, through a top agency like Next, New York," explains the director of SSAFW, Lucilla Booyzen. "The two selected winners are not only getting the opportunity to show on the primary South African platform, SSAFW, but also the opportunity to enter into the world market through the Samsung Mobile Icône Modéle competition. They have to be confident and versatile enough to speak to audiences worldwide."

Justin Hume, Samsung Marketing Manager - Mobile Phones says, “There are many South African models with successful careers at home and yet they don't get the opportunity to grow their careers outside of the country's boarders. One of the primary aims of the Samsung Mobile Icône Modéle competition is that there is a business plan in place to launch a modelling career with longevity. The girl and guy who are named the Samsung Mobile Icône Modéle will immediately be featured on the ultimate crowning catwalks of South Africa at SSAFW as well as taking up a year-long campaign for Samsung Mobile and a minimum of a one-year contract with Next Models who have been instrumental in the careers of models such as Molly Simms, Tanya Fourie and Petra Nemkova.”

The partnership between Samsung Mobile and SSAFW comes at a time when the movement towards the fusion of art, fashion and technology is stronger than ever. Today sees more technology than ever forming a part of our daily lives which transcends into an incorporation of these functional items into the milieu of style. To quote from a film that doesn't need referencing because of its hallmark status in the movie libraries of fashion-forward, technologically savvy South Africans, “This is more powerful than just a magazine, because you live your life in it, you think you've made a choice when you put on that blue jersey today but really you've just followed the choices that have been made for you by the people standing in this room.”

According to Lucilla both fashion and technology permeates all aspects of your life, so together they embody the idea of lifestyle. Mobile phones form such an integral part of South African lifestyle that they have become iconic, must-have accessories in their own right. “Your mobile phone is an extension of your arm, you're never without it and it's a highly visual object in your wardrobe,” she says, “The fusion between fashion and technology is almost seamless, particularly in South African society where cell phones are societal status symbols, somewhat like shoes used to be in ancient times when the length of the toe of your shoes communicated your rank in society.”

It is this bond between technology and fashion that Samsung Mobile wants to acknowledge and support in the Samsung Mobile Icône Modéle competition. Last night's event definitely took care of that with cell phone explosion art-work that visually set the tone for the reveal.

Visit our PRESS OFFICE: REDCUBE AGENCY offers a range of PR services, with a specific focus on taking brands into various facets of the public domain to perpetually capture the imagination of the key target audience, whilst delivering ongoing return on investment that far exceeds expectations.- more....

[3 Apr 2008 16:41]

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