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Technology bets on fashion and luxury to get out of the box

Devices that follow catwalk trends, dress up in bold colours, turn into shoulder bags, clutches, earring-points of light. Far beyond the tech wearable, the direction is bespoke in a holistic key.

15 July 2025

Giorgia Bulgarella, responsabile marketing di Motorola Italia.

4' min read

The world of technology, and above all that of smartphones, which are increasingly our key to accessing digital life and artificial intelligence, is looking for a way to be less 'grey' and inneristic, more human and open to style and fashion. And some manufacturers are trying to undermine the duopoly of Apple and Samsung by offering devices dressed in unconventional ways, because in the end personal style is also knowing how to choose, how to break out of established patterns and status symbols. We talk about this with Giorgia Bulgarella, marketing manager of Motorola Italia.

Luxury and technology, is it really an impossible marriage?

On the contrary, they are becoming increasingly interconnected and complementary. For a long time, luxury was thought of as something handcrafted, exclusive and often traditional, while technology was seen as cold, mass-produced and rapidly obsolescent. This dichotomy is now outdated. Luxury includes innovation, extreme customisation and experience, and technology becomes the medium through which it can express itself in new and surprising ways. Think of our product families, both razr and edge: designer smartphones that offer exceptional performance and refined aesthetics, products that are not only beautiful, but also incredibly functional and able to anticipate user needs. In addition, technology enables more sustainable and traceable production, aspects that are becoming increasingly important for conscious luxury consumers. Thus, luxury and technology are a strategic and necessary union that is shaping the future of both sectors.

What is the concept of luxury for you?

It is not ostentation or high price, but a superior user experience with attention to every detail. It is a luxury of distinction and authenticity that manifests itself in iconic and differentiating design like the razr, in premium and sensory materials like Alcantara, in technology at the service of the experience that simplifies life. It is a luxury that allows you to express your personality and feel part of a group that appreciates innovation and design without conforming. A bold and distinctive alternative for those who appreciate intelligent and authentic luxury.

What is your relationship with fashion? Even your personal one?

The relationship between technology and fashion has become increasingly close and symbiotic, they are areas that influence and interpenetrate each other. Fashion often dictates aesthetic trends that then influence the design of technology products with colours, materials and shapes moving from catwalks to devices. At the same time, technology offers new possibilities to fashion designers with smart fabrics and tech wearables. Both are tools for personal expression with hi-tech devices that have become true fashion accessories. Our razr family has shoulder or clutch covers designed to transform the device into a stylish accessory. The recent launch of Swarovski-edition motorbike buds loops also went in the same direction: they look like ear jewellery. As far as I'm concerned, fashion is almost a game. I follow it with a curious eye and try to understand the reasons behind every trend. Above all, I am fascinated by colours that have an incredible power to influence the mood, to communicate without words and to define the mood of an entire look. Whether it is a bold splash of colour in an accessory, a monochromatic outfit in a trendy shade or a clever mix of complementary colours, the use of different shades is an integral part of my styling process.

Smartphones and colours? What is the strategy? How did the marriage with Pantone come about? And the one with Alcantara? .

Colour is part of our strategy. Motorola recognised Pantone as the global authority in colour that studies trends and psychological meanings. We wanted to go beyond mere fashion, offering accurate authentic shades with a meaning recognised worldwide. The partnership gave us access to this expertise by guaranteeing colour fidelity, selecting shades that fit our aesthetic and extending to user interfaces for a holistic and consistent colour experience. The partnership with Alcantara, on the other hand, stems from the search for materials that elevate the user experience not only visually, but tactilely and in terms of sustainability. This material offers a soft and velvety, yet durable and grippy experience. It is a premium material recognised for quality, craftsmanship and durability, but also for being sustainable: Alcantara is 100% Made in Italy and certified carbon neutral.

Is the role of AI in smartphones myth or reality?

AI in smartphones is a tangible reality that is already transforming the way we interact with our devices, making them more intelligent, personal and efficient. It is not a myth, but the result of complex algorithms and powerful hardware, and its potential is still largely unexplored. Our approach towards Artificial Intelligence is aligned with our philosophy of 'smarter technology for all': AI must be at the service of the user, improving the experience without being invasive, let alone complex. The main goal is to improve the user experience in areas such as photography, performance optimisation, such as battery and system, and personalisation of the device, which must become a personal assistant, a concrete help in daily activities and, in some cases, even a psychological support!