When fone meets fashion

Smooth, sleek, elegant, and refined.

Such might be used to describe a beautifully designed gown, a modern work of art or even a limited-edition luxury sports car. But in this case, the words describe #lg VELVET^TM 5G, a #smartphone that boasts flowing lines, pleasing symmetry and undeniably artful touches. To mark the local launch of the exquisite device, the #lg team in #canada turned to the world of #fashion to help it put on an appropriately stylish event.

Filmed using #lg VELVET and broadcast on #lg Canada’s Instagram Live channel, the chic event brought together the best of couture, culture and technology but no actual in-person audience members due to social distancing guidelines. After the virtual product showcase demonstrating #lg VELVET’s excellent cameras and user-friendly features, #lg revealed an inspired by the modern yet timeless design of the #smartphone and 90’s hip hop #fashion.

In collaboration with #georgesully, #hayleyelsaesser and #beurd – edgy local streetwear brands that have develop a loyal following both in #canada and internationally – the collection proved as distinctive and as innovative as LG’s 5G device. Hosted by popular Canadian rapper Sean Leon, the singer shared his in-depth knowledge of streetwear trends while also commenting on LG’s stylish handset.

Each of the three #fashion labels put its own signature spin on the pieces designed for the fashion-forward #lg VELVET Collection. Notable items include a tie-dye tracksuit from Beurd, a charming and playful #lg VELVET-themed print by Hayley Elsaesser and a waterproof backpack from George Sully. Some of the pieces even feature large, clear pockets ideal for securing and displaying the phone on the go!

During the online event, #lg took the opportunity to give back to the community in what has been a very challenging time for many Canadians. Every time a fan on Instagram Live liked and shared a post of one of the pieces from the collection, #lg made a donation to a local charity designated by that designer.

The event generated tens of millions of impressions and resulted in extensive buzz across a wide range of media, from Canadian pop culture site Complex to the country’s most widely-read newspaper, The Globe and Mail. And with its stunning 3D Arc Design, rear “Raindrop” camera array, large display, long-lasting battery and excellent feature set, LG’s 5G-ready device has garnered plenty of coverage itself since the launch.

Dean Daley of #smartphone news and reviews website Mobile Syrup said that #lg VELVET has the “best-looking and most elegant shooter setup available on any handset.” Quebec-based editor Genevieve Corriveau of Geekbecois was similarly impressed, stating “LG has succeeded where several other manufacturers have failed, delivering a device with a flawless design.”

A highly creative and engaging response to the ongoing restrictions on in-person gatherings, #lg Canada’s creative online event introduced Canadians to the stylish #lg VELVET, while the trendsetting clothing collaboration with local streetwear brands highlighted the innovative and open spirit that #lg is known for.