HMD x SINEAD GOREY = A PHONECORE DE FORCE
-Get ready for wild smartphone-shaped sunglasses and backpacks just for phones-
Human Mobile Devices (HMD) and London Fashion Week designer Sinead Gorey have launched ‘The Phonecore Collection’, to celebrate the sales start of HMD’s Pulse Pro
Head-turning Phonecore designs to complement the new Pulse Pro include oversized phone-shaped sunglasses, a smartphone backpack and a belt that holds your phone
43% of gen Zs say repairability will be the next big thing, and 41% of this audience say they would purchase an electrical device that they could repair themselves. Only 8% would throw away a phone that has a faulty or broken screen
The HMD x Sinead Gorey ‘Phonecore’ Collection drops around the world today (Tuesday 14th May)
Forget cottagecore, commutercore and gorpcore; there’s a new fashion aesthetic on the block with an unlikely muse at its ‘core’: the HMD Pulse Pro smartphone.
To celebrate the sales start of the HMD Pulse Pro smartphone, European mobile innovator, Human Mobile Devices (HMD) and Fashion Week designer Sinead Gorey have teamed up to create ‘The Phonecore Collection’, which includes a pair of ‘Screen shades’ - sunglasses, with vertical frames and lenses shaped like a mobile phone.
The Phonecore Collection is a hyper-limited drop of fresh Sinead Gorey fashion designs all inspired by – and integrating with – one of HMD’s first original smartphones, the HMD Pulse Pro and its Glacier Green colour. The collection intends to accompany, accentuate and accessorise a smartphone like nothing else in the fashion world.
Lars Silberbauer, HMD’s Chief Marketing Officer: “We are so excited to unveil our HMD Pulse Pro device, and this unique Phonecore collection designed by Sinead Gorey. It is the perfect statement of what the HMD Pulse Pro, and HMD, represents. People no longer want their smartphones to only be state-of-the-art pieces of technology but also to be fashion statements - and the HMD Pulse Pro is both. In addition to a 50MP camera, gesture-activated selfie function and bleeding edge tech under the hood, the device has a distinctive normcore revival aesthetic that makes it a great accessory to any wardrobe. The device also represents affordable luxury, as we don’t believe that quality should be out of reach for anybody.”
Commenting on the launch of The Phonecore Collection, Sinead Gorey, Fashion Designer, said: “With the HMD Pulse Pro acting as the muse to my designs, our Phonecore collection perfectly demonstrates the coming together of tech and fashion. Each accessory boasts a 70s space age future feeling with art-deco references and modern technology at its heart. For me it’s clear the intersection of fashion and technology is only going to lead to more industry innovations with wearable accessories at the forefront.”
The HMD x Sinead Gorey ‘Phonecore’ range comprises:
Phonecore ‘Screen shades’: a wild pair of oversized sunglasses with elongated vertical frames matching the exact shape of the smartphone, complete with black lenses mimicking the device’s screen. Wearing two smartphone silhouettes over the eyes is a vibe.
Phonecore ‘Mobile backpack’: a 3D-printed undersized backpack designed only to house the smartphone. The semi-transparent smartphone backpack builds on the ever-popular trend of the mini bag but puts the smartphone in the front seat. The bag has also been engineered for a HMD Pulse Pro to sit upright in the bag, enabling owners to take a swift hands-free selfie whilst on the go.
Phonecore Belt: A modernised belt that heroes the smartphone. The toolkit-style belt features a pouch for the phone, making it the ultimate utilitarian addition to someone’s fit.
The items in the HMD x Sinead Gorey ‘Phonecore’ collection can be paired with a wide variety of apparel and other fashion ‘cores’, but the items’ colour-blocking lends itself particularly well to the normcore 2.0 aesthetic and monochromatic outfits.
The collection is also a timely symbol of the importance of the smartphone in people’s daily fashion lives. New research from HMD has found that 54% of Gen Zs see their smartphone as more than just a functional device, citing them as fashion items too¹ (a returning trend first observed during the Y2K era), and one in four said they’d bought a phone because it matched their personal style¹.
In addition, the research explored repairability – a key product benefit offered by the Pulse Pro – which, according to Gen Zs, will be the next mass mainstream trend in consumer products. A considerable 43 per cent said as much, and 41 per cent said they’d be more likely to buy an electrical device if they could repair it themselves. Going to show just how committed Gen Z is to sustainability, only 8 per cent said they’d throw away a phone that has a faulty or broken screen¹.
The HMD x Sinead Gorey ‘Phonecore’ Collection is dropping globally with a limited number of accessories available to the public to get their hands on. Stay tuned @hmddevices.
About HMD Pulse Pro: Your selfie game is about to level up
Pulse Pro is a selfie-lover’s new best friend. With a 50MP selfie camera, your picture-perfect snaps will be the envy of all this summer. Give your phone the two-finger salute to kick-start all new Selfie Gesture Navigation, capturing core memories with just a wave of the hand, or go hands-free with a finger-heart, thumbs up or two-handed heart sign – perfect for those group selfies. And you can wave goodbye to blurry night-time selfies with HMD Pulse Pro’s AI Super Portrait mode, rendering even the darkest selfie as clear as day. Making it easier than ever to capture memories in high-definition, HMD Pulse Pro makes you look like a pro photographer – without any training.
HMD’s Pulse Pro is a fashion statement that won’t go out of style, available in three stunning shades: Glacier Green, Twilight Purple and Black Ocean. And it doesn’t stop at the handset. Pulse Pro in Glacier Green has its own statement colour-matched charger sold separately. With its timeless design and sleek silhouette, it’s giving major celebrity vibes, without the celebrity price tag.
The HMD Pulse Pro is available for purchase in Glacier Green, Black Ocean, and Twilight Purple via the HMD website here: www.hmd.com/hmd-pulse-pro. The HMD Pulse Pro is part of the new original HMD collection which also includes the HMD Pulse+ and HMD Pulse.
Manage your screen time responsibly, capture the moment, but make sure you live in the moment too. Find our tips for taking a digital detox here.
¹ Based on a survey conducted by One Poll on behalf of HMD between 12th to 17th April 2024 of 1,000 mobile phone owners in the UK.
Variations on offering may apply. Check local availability. All specifications, features and other product information provided are subject to change without notice.
About HMD We are HMD, Human Mobile Devices. At HMD, we start by tuning into what people really want. Our consumers are passionate about the planet, often feel swamped by digital overload, and are keeping a close eye on their budget. That’s why we are thrilled to be Europe’s largest smartphone maker, championing repair-at-home phones, and a go-to for much needed digital time out.
Coming this year, you can expect to see a new portfolio of HMD original mobile devices, as well as Nokia phones and exciting new partnerships. For further information, see www.hmd.com.
About Sinead Gorey
Born and bred in Southeast London. Sinead is all too familiar with its party culture. Inspired by the bold prints, extreme cut outs and vibrant colours of the rave aesthetic, she launched the label in 2019. Her debut collection being launched with a solo presentation at London Fashion week with support from the British Fashion Council.
A welcome wake up call to the fashion industry, the label can be described as rebellious and a direct reference to her years of growing up around the London squat raving scene. Taking elements from the raving lifestyle to inform functionality within the garments. Her signature digitally printed fabric has become a cult favourite and her label beloved by many celebrities. Dressing the likes of Cardi B, Kali Uchis, Chloe Bailey, Rosalia, Jorja Smith to name a few, this label has amassed a sought after following.