SYS-CON MEDIA Authors: Elizabeth White, Liz McMillan, William Schmarzo, Yeshim Deniz, Jason Bloomberg

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LG Mobile Phones Proves Stylish Technology Is Always 'In Fashion' with Exclusive LG Fashion Touch Event

LG Fashion Touch hosted by Victoria Beckham and Eva Longoria Parker draws the spotlight on LG Lotus Elite and LG Rumor Touch with a star-studded event

WEST HOLLYWOOD, Calif., May 25 /PRNewswire/ -- LG Electronics MobileComm U.S.A., Inc. (LG Mobile Phones) and well-known fashion enthusiasts Victoria Beckham and Eva Longoria Parker teamed up for an exclusive "LG Fashion Touch," event to celebrate personal style and LG's handsets, LG Lotus Elite and LG Rumor Touch. Embracing each woman's personal style, the event brought Victoria's bold and edgy style to life with LG Lotus Elite while Eva's more classic taste radiated through LG Rumor Touch. Available to Sprint customers nationwide, both handsets encourage users to flaunt their personal style through their mobile phones and feature distinctive front touchscreens as well as full QWERTY keypads.

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Celebrities, stylists, industry professionals and fashion enthusiasts who embody the very essence of style arrived at the Soho House in West Hollywood, CA to walk the red carpet and attend the star-studded event. Those in attendance included Victoria Beckham, Eva Longoria Parker, Jessica Simpson, Ashlee Simpson, Vanessa Hudgens, Rachel Zoe, Anna Kendrick, January Jones, Gabrielle Union, Rashida Jones, Rosario Dawson, Kim Kardashian, Chloe Kardashian, and many more. Guests at the party received a hands-on demonstration of each handset and enjoyed an evening devoted to personal expression and stylish technology.

Associate Vice President of Consumer and Trade Marketing, Tim O'Brien, who attended the event, said, "LG Fashion Touch was the perfect example of how style and technology can come together to create something truly unique. We are honored to have partnered with Victoria Beckham and Eva Longoria Parker on this campaign. In tune with how technology enhances their lives, Victoria and Eva brought a key understanding of how a handset can be an extension of an individual's personal style. Enriching LG's fashion heritage, LG Lotus Elite and LG Rumor Touch allow consumers to seamlessly blend fashion with an innovative mobile device."

Other elements of the partnership included a print and online campaign, series of MTV vignettes and a consumer promotion. Shot by fashion photographer, Ellen Von Unwerth, the print ads featured Eva and Victoria posing with their respective phones while donning fashions reflective of their personal styles. The series of MTV vignettes, produced and directed by documentarist Doug Keeve, depict Victoria and Eva with up and coming fashion designers, Yotam Solomon and Oday Shakar. The designers were tasked with creating clothing designs inspired by the idea of expressing personal style in a technological and socially-connected world. Revealed at the event, the designers' pieces proved that style and functionality can always go hand-in-hand. LG also created a Fashion Touch Style Quiz to engage consumers on the LG Fashion Touch Facebook page. By taking the quiz, consumers could find out which phone and style suited them best and were entered into a sweepstakes for a chance to win tickets to the event.

LG Lotus Elite is a second generation handset to the widely popular messaging device, LG Lotus. LG Rumor Touch is the newest handset in a long line of QWERTY successes including LG Rumor and LG Rumor2. Both are available exclusively through Sprint.

About LG Electronics, Inc.

LG Electronics, Inc. (KSE: 066570.KS) is a global leader and technology innovator in consumer electronics, mobile communications and home appliances, employing more than 84,000 people working in 115 operations including 84 subsidiaries around the world. With 2009 global sales of USD43.4 billion, LG is comprised of five business units -- Home Entertainment, Mobile Communications, Home Appliance, Air Conditioning and Business Solutions. LG is the world's leading producer of flat panel TVs, audio and video products, mobile handsets, air conditioners and washing machines. LG has signed a long-term agreement to become both a Global Partner and a Technology Partner of Formula One(TM). As part of this top-level association, LG acquires exclusive designations and marketing rights as the official consumer electronics, mobile phone and data processor of this global sporting event. For more information, please visit www.lgusa.com.

About LG Electronics Mobile Communications Company

The LG Electronics Mobile Communications Company is a leading global mobile communications and information company. With its cutting-edge technology and innovative design capabilities, LG creates handsets that provide an optimized mobile experience to customers around the world. LG is pursuing convergence technology and mobile computing products, while continuing its leadership role in mobile communication with stylish designs and smart technology. For more information, please visit www.lgmobilephones.com.

About LG Electronics USA

LG Electronics USA, Inc., based in Englewood Cliffs, N.J., is the North American subsidiary of LG Electronics, Inc., a global force and technology leader in consumer electronics, home appliances and mobile communications. In the United States, LG Electronics sells a range of stylish and innovative home entertainment products, mobile phones, home appliances and business solutions, all under LG's "Life's Good" marketing theme. For more information, please visit www.LG.com.

SOURCE LG Mobile Phones

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