The Sony Ericsson Jalou launches today in the UK with a high profile promotional campaign devised by fashion house Dolce&Gabbana.
Available to buy outright for around £400 or on O2 contracts, the 24-carat gold-plated handset comes with exclusive packaging as well as a special Dolce&Gabbana-branded headset.
The phone will also be loaded with exclusive content, including video clips from Dolce&Gabbana’s women’s autumn/winter 2010 catwalk show and a selection of themes and wallpapers.
In a bid to highlight the phone’s style credentials, Sony Ericsson has enlisted film director Cyril Guyot for a lavishly produced video, which will run alongside a print campaign.
Mr Guyot, said: “The film is about bad girls desiring an object more than anything, and we felt this was the best way to reflect the key qualities of Jalou by Dolce&Gabbana.
“The style is luxurious and the colours and lighting used throughout are reminiscent of the phone, which is all about glamour, fashion, strong women and fun.”
Features of the Jalou include a 3.2 megapixel camera, mirror key and music player.