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Reportage /
Be Fierce with Galaxy: technology enters the fashion image
Alexandre Furcolin’s archive campaign put devices inside a vocabulary of pose, movement and dress.
A device can appear in a fashion photograph as more than a prop. Samsung’s Be Fierce with Galaxy campaign, described in WAYFARER’s September 2025 archive, used that possibility as its organising idea.
Alexandre Furcolin directed a series combining runway poses, urban references and sporting movement. Galaxy Z Fold7 and Z Flip7 phones appeared alongside the Galaxy Watch range, with the image intended to connect product design and personal identity.
The report placed the campaign within the September international fashion calendar and São Paulo Fashion Week in October. That context mattered because the photographs were not presented as a conventional technical demonstration. Light, gesture and styling made the devices part of the visual composition.
Furcolin’s approach was described through the coordination of angle and movement. The object had to remain recognisable while the person carrying it supplied a less fixed, more expressive setting. The result was an attempt to show technology within a wardrobe rather than outside it.
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