Not to be outdone by fashion bag maker Intel, South Korea's Samsung is making a dramatic appearance at London Fashion Week, teaming up with designer Nicholas Kirkwood to show off some Galaxy Gear and Note 3 accessories as well as some considerable marketing spend to get its brand all over the place.
Samsung, which is a sponsor of LFW, boasted that Nicholas Kirkwood's Chevron Pattern design will be made available for the Gear and Note 3 in black on white or white on black, and will be available to buy online and in the high street.
The company is a top sponsor at London's Somerset House, having wrangled a deal to display its brand everywhere, as well as planting its Note 8.0 and S4 Zoom throughout the show.
Fashion week staff will be using the devices on the site and at the concierge desk, while journalists and bloggers will be able to have a go in press lounges.
There's also a "Samsung Galaxy VIP" lounge which is decorated with a geometric graphic carpet, mirrored bars, and diamond back lit optical displays. This space will be used for events and as a space for press coverage and live camera pieces.
Samsung boldly declared the Galaxy Gear as set to become the "ultimate fashion icon" as the "world's first truly wearable technology".
The company also collaborated with London Fashion Week last year, as well as being involved in Fashion Fringe and Vogue's Fashion Night Out.
Compared to Intel's efforts it certainly seems more confident in its couture credentials. Cebit 2012's main announcement from the corporation saw it launch a large leather bag which was designed to put Ultrabooks in. But no one has really bought any Ultrabooks and we suspect even less bought the matching bag.
It's possible more companies will get involved in posturing for the fashion industry: as wearable electronics are touted, at least by the tech giants, as the next Big Thing, they're going to want as many product placements as possible. Consumer interest will measure just how successful the devices are.