Why? That is the first word that pops to mind when I see this, LG's marketing campaign for its PRADA-branded smartphone.

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The second thing I think is, "I kind of want to watch Fight Club." Two hours later, I get back to thinking about just how terrible an idea this phone is, and just how great an actor Edward Norton can be. Anyways, the PRADA by LG 3.0 is being sold as a stylish smartphone, with the design-house PRADA having had at least some level of input so LG could stamp the logo on its back (and front). And in these marketing photos, it looks utterly bland.

Underneath, it's a run of the mill, fairly boring LG smartphone. 4.3" display with WVGA resolution (albeit with a LG's proprietary NOVA technology), a 1GHz TI OMAP4430 dual-core processor, 8GB of storage, and a not-particularly-head-turning thickness of 8.5mm.

And then there's the price - in the UK it retails for around £430 - normal, even cheap, for a high-end device. But now, take a look at it a little more closely:


Image via GSMArena

Holy crap - it's not ugly! It's sleek. It's sexy. You might even call it fashionable. Obviously, it's being marketed to the sorts of people with purse-dogs and $3000 suits, but we're pretty sure Vertu has that crowd covered already. What we have, then, is a luxury-branded device being sold at a non-luxury price. Millionaires will be completely befuddled. But just look at it - it looks like someone actually bothered to style it tastefully (I'm looking at you, Motorola). In fact, that UI looks pretty awesome, too. And so does the zany wallpaper pattern. And the clock widget. The notification bar could use some work, but otherwise, I'm impressed.

PRADA is a company renowned for its exceptionally stylish and durable, if pricey, leather goods, shoes, and luggage. Now, I'm going to go out on a limb here and say this phone probably isn't made from PRADA-quality materials - but it is made with PRADA's legendary sense of style. And it looks fantastic for it.

Yes, it's a phone-gone-fashion accessory. Yes, it's an LG (I can't recall any great LG Android phones, ever). Yes, it's going to be bought by people who know almost nothing about smartphones. I don't care - it's the first phone in ages I've looked at and actually appreciated the styling, and the first stock phone I've ever looked at with a custom UI I like.

Tell you what, Motorola - get on the phone with Versace and make something that doesn't look like it was built in CAD and meant to be used as a prop for Star Wars. Hell, make it a conference call and get Samsung and HTC on the horn, too - I think they all need a good yelling at from someone with an Italian accent and a bit of fashion sense.

David Ruddock
David's phone is whatever is currently sitting on his desk. He is an avid writer, and enjoys playing devil's advocate in editorials, and reviewing the latest phones and gadgets. He also doesn't usually write such boring sentences.

  • Spydie

    I'm missing something here. What is it you really like about this terribly blase' phone? The back cover maybe? (which will be covered by any and all protective cases you might consider putting on it) From the front if looks like just about any other phone, except my sexy international ("home" hardware button) Galaxy Note.

    • http://www.AndroidPolice.com Artem Russakovskii

      Agreed. I think it's very bland, and the back cover is the only thing it's got going for it. The front is almost plain ugly.

    • David Ruddock

      The front of the phone, I'll admit, is pretty standard LG. The UI overlay, though, has obviously been styled pretty carefully and is reminiscent of some of the more polished custom homescreens I've seen. I quite like it.

      I agree that the back is also quite nice, and the general shape of the phone. It just looks clean.

    • Tee

      This is nowhere near Vertu. This is the phone for the millions wanna-be-Vertu-owners.

      Looks good, no doubt about that. Should've been armed with ICS absolutely, though...

  • http://twitter.com/#!/brandonjnunn bjn714

    QVGA? I think it is WVGA...

    Doesn't change that it will still be overpriced albeit good looking crap though.

    • http://www.AndroidPolice.com Artem Russakovskii


      It's absolutely WVGA. Fixed it, thanks.

    • David Ruddock

      Yep, it's WVGA. My mistake.

  • Justin Moore

    IDK, maybe you have to be a fashion person or something to appreciate this phone. Yeah, it has a couple interesting (even elegant) design flourishes, but the UI looks like an absolute eyesore from top to bottom. Hardware isn't much better than my wife's LG Revolution (which is at it's production EOL).

    Also, 1989 called: It wants its magazine ad photography back.

    • David Ruddock

      I have no desire to buy this phone - the internals are too dated. The OS is dated. But I like the concept - getting a 3rd party who actually knows something about design to get involved in the process. The results are clearly better than anything LG has produced themselves.

  • David

    They are even late to the party. Samsung already went this route the the Armani Captivate.

  • Martin

    I've had this Phone for a couple of days now (Sponsored by the place i work), and i must say that it's the best LG phone i've ever tried. I gets a little laggy when i download files and use apps at the same time.
    Compared to my SGSII it's not nearly as fast but in meanings of design it's far superior. I especially like the way the've come across with the power and camera buttons, together with the lid for the MicroUSB port.
    Despite of a couple of bugs here and there, this phone is really easy to use, and the Custom UI makes i much more orderly for the regular consumer.

    • Martin

      Oh, and regarding the back cover:
      I kinda expected it to be made from some sort of leather or another "Prada" material, as i would've given the phone an even more incredible feel. The top and bottom edges of the plastic cover feels too sharp on the fingers, and i would like this on ANY phone. It also makes i look/feel a lot less luxurious.

  • Jon

    If this gets into the hands of rich people and celebrities, it might help Android gain more popularity and "hipness".