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Contemporary fashion has permeated into all things in life beyond clothes. Recently, fashion theories take on interests in organisation and system. Kawamura proposes a fashion system through which clothing is transformed into the idea of fashion. Can this fashion system be used to analyse other things in fashion? We present a study using mobile phones, one of the most intimate gadgets to people, as a way to approach ‘fashion in all things.’ We chose colour as a way to study the fashion aspect of mobile design. Through empirical study, we find that the decision making of colour in the mobile industry is a collective process. It is greatly influenced by technology, materials, consumer lifestyle and trend. The trendy colours in mobile design are not defined by certain cultural or social institutions, but formulated by actions conducted by various actors in certain social context. Our study shows that fashion can embrace more than Kawamura’s system, e.g. the action net of colour design in mobile technology. Although mobile design shares some similarities with clothing fashion, the concept of fashion-ology is very Parisian and deals with only clothing. It is not fully applicable to mobile industry. If we want to use a fashion system that can apply to fashion in all things, we should revisit the theory to reveal the general characteristics of the fashion world or build a smaller theory for each category.
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