Technology and Couture Marry on the Runway

Sony Electronics and Luella Bartley joined forces today for a fashion-forward experience during Luella Bartley's Spring/Summer 2004 runway show. Sony's popular Net MD™ Walkman® recorders adorned the models as Luella Bartley introduced her Spring/Summer 2004 Collection.

Edgy and eclectic, the collection was a vibrant mix of bright graphic prints and classic tailored tweeds. To celebrate the union of high tech and high fashion, Luella Bartley created a limited edition accessory bag, designed exclusively for Sony Net MD products that also appeared on the runway.

"Models, designers and trend-setting consumers are more style conscious about their technology products than ever because they're using these devices as accessories," the designer said. "Just as fashion has turned to high tech fabrics for better wear and design, technology products have increasingly become more mobile with better fashion sense, and therefore, more of a personal expression of style."

The collaboration between Luella Bartley and Sony stemmed from a mutual belief in the merging of technology and fashion. From product engineering to color and design, consumer electronics are now personalized and incorporated into wardrobe and style considerations, revealing as much about consumer preferences and personality as wardrobes.

"Each Sony product makes a statement about the personality and lifestyle of its owner, as does carrying the Sony brand itself," said Todd Schrader, vice president of product management for Sony Electronics' personal audio division. "Collaborating with a top designer like Luella Bartley adds emphasis to the inherent style in music devices -- especially our Net MD Walkman recorders -- and gives momentum to what is already happening on the streets -- ready-to-wear tech."

The Luella Net MD recorder accessory bag was inspired by the Spring/Summer 2004 collection and complements the elegant shape of the devices. The full line of Sony Net MD players includes six distinctive models that range in price from about $99 to $350. The recorders offer high-speed transfer from a PC via a direct USB connection and can record more than five hours of music on one 80-minute disc in LP4 mode. The devices play back ATRAC3™ files and support multiple Internet audio formats, such as MP3, WMA, and WAV for flexible music transfers.

For further information, please contact: Rachel Branch of Sony Electronics Inc., +1-201-930-7834, rachel.branch@am.sony.com; or Danny Phan of Burson-Marsteller, +1-212-614-4664, danny_phan@nyc.bm.com; or Missy Magsaysay of RANDM Productions, +1-212-625-1000, ext. 13, melissa@randmproductions.com, both for Sony Electronics Inc.

SOURCE: Sony Electronics Inc.

CONTACT: Rachel Branch of Sony Electronics Inc., +1-201-930-7834,
rachel.branch@am.sony.com; or Danny Phan of Burson-Marsteller,
+1-212-614-4664, danny_phan@nyc.bm.com; or Missy Magsaysay of RANDM
Productions, +1-212-625-1000, ext. 13, melissa@randmproductions.com, both for
Sony Electronics Inc.

Web site: http://www.sony.com/news