Sony Style, New York

Wired for Fashion: the high-tech retailer's display windows featured mannequins toting custom-designed computer bags.
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Posted April 13, 2009
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Tapping into the festivities of Fashion Week in New York, Sony Style staged an evening of glamour and circuitry at its Madison Avenue store. Called “Sony Style: Where Fashion Meets Technology,” the event celebrated the launch of its new Vaio 8-inch laptop.

Christine Belich, vp, visual merchandising, for Sony Style, worked with Paper magazine to select six emerging fashion designers to create a custom computer bag with accompanying apparel to be presented at the event.

On opening night, the store and windows featured a gallery-like setting complete with mannequins from Pucci Intl. (New York) and models. All were wearing the fashion designers’ latest wares while sporting the new Sony Vaio Lifestyle PC.