Unlocking Elegance: The Samsung Galaxy Z Fold5 Thom Browne Edition

TV Commercial Review

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Innovative Collaboration

Samsung Electronics and Thom Browne have again joined forces to unveil the Galaxy Z Fold5 Thom Browne Edition. This product epitomizes the fusion of high fashion and cutting-edge technology. The advert, which runs for a little over a minute, manages to encapsulate the essence of this collaboration, offering viewers a glimpse into a world where style meets functionality. (Check the Galaxy Z Fold5 price here).

Samsung’s collaboration with Thom Browne for the Galaxy Z Fold5 Thom Browne Edition is undeniably a marriage of high fashion and cutting-edge technology. However, the advert’s tone is somber and cold, likely reflecting Thom Browne’s signature style, often leaning towards the austere and minimalist. While the intent might be to convey a sense of elegance and exclusivity, this approach risks alienating viewers by creating an atmosphere that some may find depressing or uninviting.

The Thom Browne Aesthetic

Thom Browne is known for his avant-garde designs that often challenge conventional fashion norms. His style is minimalist, focusing on monochromatic palettes and tailored silhouettes. This aesthetic is clearly reflected in the advert, aiming to represent the designer’s ethos visually. However, what works on the runway or in a fashion editorial doesn’t always translate well to an advertisement for a mass-market product like a smartphone.

The Risk of Emotional Disconnection

Advertisements often aim to evoke emotional responses to create a connection with the audience. While artistically consistent with Browne’s brand, the somber tone of the Samsung-Thom Browne advert may not produce the emotions that encourage immediate engagement or purchase. Instead, the cold, austere atmosphere could create a barrier between the product and potential consumers, making it less relatable.

Target Audience Resonance

The target audience for a Thom Browne collaboration is likely to be more fashion-forward and willing to invest in luxury items. For this demographic, the advert’s tone may resonate as sophisticated and exclusive, aligning well with their lifestyle and aspirations. However, the ad might not hit the mark for the broader Samsung audience accustomed to more vibrant and relatable advertising.

A Marriage of Fashion and Tech

The advert is a visual treat, blending Thom Browne’s iconic fashion elements with Samsung’s latest foldable technology. The Galaxy Z Fold5 Thom Browne Edition is presented as more than just a smartphone; it’s an extension of one’s lifestyle. Stephanie Choi, EVP & Head of Marketing of Mobile eXperience Business at Samsung Electronics, aptly states, “Mobile technology is expected to provide more than just function – it’s an extension of our lifestyles.”

Attention to Detail

The special edition phone features many design elements that make it stand out. From its black pebble leather and grosgrain details to Thom Browne’s signature red, white, and blue stripes, the phone is a masterpiece of craftsmanship. The gold rings around the camera lenses and the gold hinge add a touch of luxury, while the special edition of the S Pen and two distinct leather pouch cases elevate the overall experience.

Galaxy Z Fold5 Thom Browne Edition
Galaxy Z Fold5 Thom Browne Edition

Beyond the Product

The collaboration extends to the packaging, miming the iconic Thom Browne briefcase, turning the unboxing experience into something akin to opening a treasure chest. The Thom Browne Edition also includes the Galaxy Watch6, complete with a gold-tone body and Thom Browne’s signature colors on the buckle.

Galaxy Z Fold5 Thom Browne Edition
Galaxy Z Fold5 Thom Browne Edition


While the Samsung Galaxy Z Fold5 Thom Browne Edition advert successfully encapsulates the designer’s unique aesthetic, its somber tone could be a double-edged sword. It may resonate with a niche, luxury-focused audience but risks alienating a broader consumer base by lacking emotional warmth and relatability. Therefore, the effectiveness of this stylistic choice largely depends on how well it aligns with the brand’s target audience and marketing objectives.


  • Innovative Collaboration: The partnership between Samsung and Thom Browne brings a fresh perspective to the tech world, combining high fashion with cutting-edge technology.
  • Holistic Experience: The advert successfully portrays the product and the entire experience, from the packaging to the accessories, making it highly appealing.
  • Strong Branding: The advert effectively communicates the values of both brands, emphasizing quality, design, and lifestyle, which could attract a broad audience.


  • Niche Appeal: The high-fashion elements and luxurious details may limit the product’s appeal to a specific, affluent demographic.
  • Emotional Disconnect: The advert’s somber and cold tone, while reflective of Thom Browne’s aesthetic, may create an emotional barrier with the audience. This could make the product less relatable and appealing to a broader consumer base.
  • Niche Appeal: The high-fashion elements and luxurious details, coupled with the austere atmosphere, may limit the product’s appeal to a specific, affluent demographic. This could narrow the reach of the advertisement.
  • Potential Mismatch with Samsung’s Brand Identity: Samsung’s general brand messaging often leans towards innovation, accessibility, and a certain warmth. The somber tone of this particular advert might create a dissonance with Samsung’s overall brand identity, confusing consumers about what the brand stands for.
Elegance unfolds as two people sit at a table adorned with a chandelier, immersed in the luxurious experience of the Samsung Galaxy Z Fold5 Thom Browne Edition.
Galaxy Z Fold5 Thom Browne Edition advert

Thom Browne

Thom Browne is an American fashion designer renowned for his avant-garde designs and reimagining of classic American styles. Born in Pennsylvania, Browne moved to New York City where he launched his eponymous menswear label in 2001. Over the years, his brand has expanded to include womenswear, accessories, and even collaborations with tech companies like Samsung.

What sets Thom Browne apart in the fashion industry is his unique approach to design. He is best known for his tailored suits, which often feature cropped trousers and jackets with exaggerated, narrow lapels. His designs challenge conventional proportions and silhouettes, pushing the boundaries of what is considered traditional or acceptable in fashion. Browne’s work is often described as theatrical, with runway shows that are more akin to performance art than typical fashion presentations. This has made him a darling of fashion critics and a disruptive force in the industry.

Thom Browne’s popularity can be attributed to several factors. First, his designs have been embraced by celebrities and fashion icons, giving him a high-profile clientele that includes the likes of Michelle Obama, LeBron James, and Lady Gaga. Second, his work has been recognized by prestigious institutions; he’s a multiple-time winner of the Council of Fashion Designers of America (CFDA) awards, among other accolades.

Another reason for Thom Browne’s popularity is his ability to merge fashion with other aspects of culture and lifestyle. His collaborations, like the one with Samsung for the Galaxy Z Fold5 Thom Browne Edition, showcase his versatility and reach, extending his influence beyond the realm of clothing. These collaborations also highlight his commitment to quality, design, and innovation, values that resonate with a broad audience.

In essence, Thom Browne is popular because he offers more than just clothes; he offers a distinct form of self-expression. His designs are not merely garments but statements, challenging norms and encouraging individuality. It’s this bold vision that has cemented his status as one of the most influential designers of his generation.

Marriage of Fashion and Tech


It may create an emotional barrier with the audience

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Reader Rating: ( 1 vote ) 9.5

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