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  • Do technology brands just not ‘get’ design?
  • Do technology brands just not ‘get’ design?
    Garry Knight, Creative Commons (2012) ©
CASE STUDY

Lexon Fine: gadgets that really go with your Gucci

Technology aimed at women is often slammed for being ‘girly’. But at a time when a gold Apple Watch could be as coveted a fashion accessory as a Gucci handbag, stylish technology has never been more sought after. Lexon Design’s ‘Fine’ collection is feminine technology without the frills.

Location Global / Western Europe

Scope
“The only substantial differentiating feature of the gold Apple Watch is that it’s more expensive,” writes Medium blogger Adam Fields. “Because it’s ‘gold’ and not ‘gold-coloured’, it’s not just a style choice, it’s a lifestyle choice.” [1] The fact a style choice exists at all is telling of a shift in people’s perception of electronics.

Technology is no longer just about utility – the biggest hard drive or the fastest processor. It’s transcended that role to become an accessory, and whether you’ve got an iPhone 6 with a patterned protector or a gold-coloured Macbook, gadgets ...

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