Europe UK : From the catwalks of Milan to the Autumn/Winter wardrobes of the A-list, one colour promises to be the statement swatch for this season. Be it metallic or muted, lavender or lilac, purple is the shade. So for those not satisfied with simply wearing fashion’s favourite hue, 3 has teamed up with Sony Ericsson to launch the ultimate fashion forward phone in the colour that's just so on the button.

The Sony Ericsson Purple K770 will turn heads, make you the envy of your friends and add the perfect finishing touch to your look. The K770 is slim and lightweight in design with curved edges and a soft-touch finish, so there'll be no VPL (visible phone line!). And there's no compromise on the camera with its 3.2 mega pixel, Cyber-shot™ auto focus camera, handy photo album and internet access, it perfectly partners elegant style with effortless technology.

The purple phone is only available from 3, which means you'll get great value, as well as access to a whole new world of fun. Not only can 3 customers choose from over 500,000 tracks using 3MusicStore, they can also enjoy non-stop chat with friends, whether they're on a PC or a 3 mobile, with Yahoo! Messenger or Windows Live Messenger. You can even poke your Facebook friends using 3!