HP introduces “Tech Couture” for Sex and the City 2

April 22, 2010

Earlier this month, I mentioned that HP had sent me one of the new HP Touchsmart Tm2 laptops.  Setting aside my Macbook Pro to give this laptop a chance was a big step but one that I was surprised to have enjoyed thoroughly.  The Touchsmart Tm2 is the same laptop used by this season’s Project Runway contestants to sketch their designs before heading to Mood Fabrics to create their beautiful garments.  HP has reinvented its laptops and notebooks, creating a sleek line that fashionistas like myself don’t mind toting around town.

HP announced a new global marketing partnership with Warner Bros. Pictures that fuses technology and fashion to celebrate the company’s spring collection of products that will be appearing in the upcoming Sex and the City 2, premiering on Thursday, May 27.

Computing is personal again and HP seeks to be the leader in creating a line of notebooks and desktop computers that women will want to use.  The HP Touchsmart Tm2 is one of those notebooks. It’s super light, sleek and very chic. HP TouchSmart tm2 notebook PCs featuring convertible, touch-enabled screens were given to “Project Runway” designers to function as their “digital sketchpads,” allowing them to draw, sketch and take notes with near limitless options for colors, brushes and effects.  HP Mini 210 Vivienne Tam Edition made its runway debut at New York Fashion Week as part of Tam’s spring 2010 collection and combines premium PC technology with Tam’s stunning “Butterfly Lovers” design.   HP TouchSmart PCs feature a sleek design that integrates a stunning high-definition widescreen display with a multitouch-enabled screen. Serving as an integral part of the creative process throughout season seven of Lifetime Television’s “Project Runway,” the PCs enabled designers to create fabric patterns in a design-challenge first for the hit series.

Exclusive trailer from Sex and the City 2. I see Aidan is going to be a temptation for Carrie on their trip to Abu Dhabi.

HP has been at the forefront of fusing fashion and technology since unveiling the HP Mini Vivienne Tam notebook on the catwalk of Tam’s 2008 fashion show at New York’s Fashion Week in Bryant Park. The introduction of the world’s first “digital clutch” ignited global fashion-forward efforts for HP, which led to this collaboration with “Sex and the City 2.”

“HP is increasingly recognized as a brand synonymous with breakthrough style and design,” said Tracey Trachta, executive director, Global Marketing, Personal Systems Group, HP. “As a trend-setting phenomenon, ‘Sex and the City 2’ is a natural extension to celebrate fashion and our stylish spring 2010 collection of computers with people worldwide.”

The film’s lead actress and one of its producers, Sarah Jessica Parker, will be showcased as the “achiever” in the next global “PC is Personal Again” commercial from HP, which is part of the company’s campaign to demonstrate how technology has become truly personal and relevant.

The commercial features Parker as herself – a sophisticated, energetic woman who uses an HP computer to manage the multifarious roles she is playing in life, from mother to designer to movie producer, with endless style. [HP Press Release]

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