Bringing together two of culture’s most dynamic forces, fashion and technology, Samsung created its newest editorial Lookbook campaign for the anticipated release of its latest Galaxy devices. The Lookbook for the Galaxy S6 edge+ and the Galaxy Note5 builds on the theme from the MWC 2015 Unpacked Event in Barcelona, “Next Is Now,” expanding the message with captions like “Next Is Free,” “Next Is Proud” and “Next Is Wild.”

The project was led by Creative Director Stephen Gan and shot by photographer Steven Klein. The bold, colorful and even playful campaign features international models Bella Hadid and Xiao Wen Ju.

“We’re so excited to be here!” said Hadid. “We’re doing a lot of cool things. I haven’t seen many tech companies that create a campaign that’s so fashion forward so I love being a part of it, and bringing fashion and technology together in such a cool way.” She could not stop playing with Galaxy S6 edge+, as she kept checking her makeup throughout the shoot and taking selfies.

When she was done with her makeup, she went through a final check with the Galaxy S6 edge+. The 5.0 megapixel front-facing camera makes the smartphone a perfect companion for a model, as she can clearly see her face even in the dark studio.

Ju was equally excited about being part of a campaign that combined fashion and technology so seamlessly. “It’s more fun, like more creative,” she said. “I can be an artist, I feel. I feel the energy. I feel happy. I feel excited. I know Samsung has a really long history with the fashion industry. When these two things get together, it makes more magic and more sparkling.” For the “Joyful” shoot, she wore a hot pink blouse that matched her expressive body language and helped convey her feelings, and played with the camera as if talking to her best friend.

The behind-the-scenes clip shows Ju using the S Pen to draw on the bright, vivid display of her Galaxy Note5. She is also shown taking selfies using the auto-tracking focus. Her gold platinum Galaxy Note5 catches and reflects light beautifully, as she twirls in circles to capture a fast-action, 360 degree front-camera video.

Nail artist, Ciao Manhattan took advantage of the Galaxy Note5’s large display and the easy-to-use S Pen to create and draw her nail designs for the shoot. “I loved working with Samsung on their Fall 2015 Lookbook,” said Manhattan. “Such a cool and exciting project because I was able to draw creative inspiration both from the design of Samsung’s Galaxy S6 edge+ and Note 5. The range of dynamic emotions both Bella and Xiao portrayed during the shoot directed by Steven and Stephen was so cool. After all, your nails should always be as chic as your smartphone. And check out the S Pen; it’s super chic and allowed me to sketch my nail art designs before bringing them to life.”

All these professionals in the fashion industry also made full use of various accessories and costumes.

View the video to see what really happened behind-the-scenes at the Galaxy S6 edge+ and the Galaxy Note5 Lookbook photoshoot.

Samsung Electronics announced their latest fashion collaboration surrounding the new Samsung Galaxy S6 edge+ and Galaxy Note5. To pay homage to the fashion industry’s seasonal collection, Samsung partnered with a range of fashion tastemakers to unveil Samsung’s ahead of the curve smartphones. The creative concept highlights key features such as the dual edge display, improved video and camera system, the creatively driven S Pen, and fast wired and wireless charging, showcasing the connective power of technology.

The Samsung Galaxy S6 edge+ and Galaxy Note5 are the latest innovations from Samsung. The Galaxy S6 edge+ features a dual edge display offering the ultimate multimedia experience, and the Galaxy Note5 fuels boundless creativity and productivity on-the-go. To introduce these devices, Samsung collaborated with famed fashion photographer Steven Klein and V Agency’s Creative Director Stephen Gan to develop the creative concept behind the lookbook, starring Bella Hadid and Xiao Wen Ju.

When asked about his inspiration behind the lookbook, Klein replied, “Some people think of technology as impersonal, but it is actually highly personal and emotional. Technology, like Samsung’s, connects people like never before. It’s this sense of connection that inspired us to highlight the range of emotions that even something as simple as a text message, photo or phone call can evoke”

Lookbook cover model Bella Hadid, who has a passion for photography and embraced the Galaxy S6 edge+, remarked, “I haven’t seen many tech companies create a campaign that’s this fashion-forward, so I loved being a part of it and bringing fashion and technology together in such a unique way!” When asked about her favorite aspect of the shoot, model Xiao Wen Ju replied, “I particularly loved the attention to detail in the shoot. From the emotions to the intricate styling, the shoot truly reflects the stunning details in the design of the devices.”

As showcased through this lookbook, the fashion and technology worlds are more inextricably intertwined than ever before. Both industries emulate, impact and inspire the other, further developing this increasing synergy between these great two cultural forces. Through the creation of this lookbook, Samsung continues its long history of bringing fashion and technology together through innovative collaborations and fashion-forward technology.

The availability and launch timing of both products vary by markets and mobile carriers. Both devices are available globally starting in August 2015. Both have 32GB or 64GB storage options and are available in White Pearl, Black Sapphire, Gold Platinum and Silver Titanium.

The Samsung Galaxy S6 edge+ and Galaxy Note5 lookbook will be available for viewing and download at http://www.samsungmobilepress.com/unpacked2015ep2/Lookbook.