Dior Set To Launch Fashion Mobile Phones

French luxury-goods company Christian Dior SA Wednesday will be unveiling a line of mobile phones, extending beyond its traditional fashion business to boost sales, especially in brand-hungry markets such as China and Russia.

It can easily be argued that phones are part of the modern fashion line, and the new Dior phone, priced from €3,500, or $5,000, and up follows the footsteps of competitors such as Prada and Dolce & Gabbana, who have turned their fashion phone line into good business.

“In the same way that we have developed our watch and jewelry lines, we want to increase sales with the phone,” Dior Chief Executive Sidney Toledano said in an interview.