The invitation was vague but promising. 'You are cordially invited to the Samsung Anycall slim parade featuring J. Lindberg.'
Clearly, it had something to do with a new mobile phone and something to do with casual wear brand J. Lindberg. But what is the deal? Is the clothing company designing a handset? Or a phone company making tech wear? Answer: neither.
It was just another unveiling of yet another new phone model. This one is ultra slim at just 8.9mm with all the video, text and downloading features you would expect.
It must have seemed brilliant to synchronise the event with a fashion label so they could hire celebrities and models to take to the catwalk with the unit under the pretence of a phone and fashion show.
Sorry. A runway display of Zoolander attitude with a telephone in your hand is still ridiculous no matter how you disguise it. We give it an 'A' for effort though.
Actually, we're waiting for someone to make a camera with a phone built in.