Issey Miyake once said that design is not for philosophy, but for life. This maxim inspired a generation of designers to seek beauty in utility and elevate functionality through aesthetic design. In 2025, there’s no reason for us to settle for anything less – from our beauty products to our smartphones, the things around us should be as nice and well-made as the clothes we wear.
Spearheading this movement is technology brand OnePlus, which has quickly become known for its stylish and innovative products. According to Celina Shi, Marketing Director of OnePlus Europe, it’s all about a simple mantra: Never settle for less. “It pushes us not towards perfection, but towards the constant search for improvement,” she explains.
Over time, the motto “never settle for less” has led the brand to an aesthetic language that Shi describes as “effortless design.” She explains: “It is based on three fundamental principles. We design for a specific purpose, to solve a problem or satisfy a particular need. We believe that simplicity is based on holistic thinking, knowing that elegance is not easy to achieve and that seemingly simple products or experiences are always the result of careful thought. And we design for humans, to create a lasting sense of ease and comfort.”
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The OnePlus 13, the brand’s new flagship smartphone (launched on January 7, starting at 1029 euros), is perhaps the purest expression of this approach. “It embodies our commitment to premium craftsmanship, elegance, comfort and durability,” says Shi. The emphasis is on touch and feel in the hand, with three editions each offering a unique textured finish. The Midnight Ocean edition is covered in microfiber vegan leather, a first for a smartphone. Typically used in high-end furnishings and vehicle interiors, it evokes a soft, warm touch and represents an environmentally sustainable choice for our consumers,” she adds, specifying that the fabric is also “very durable”.
The Black Eclipse Edition features a “delicate and refined” rosewood grain texture, with “an intense black finish that resists fingerprints and fits any style,” while the Arctic Dawn Edition offers an ultra-smooth finish achieved thanks to an innovative glass coating. “Its finish resists fingerprints and features the purest white on the market, which shines in sunlight.”
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Why be so demanding? “The smartphone has become an integral part of our lives, and design has the power to awaken strong emotions,” says Shi. OnePlus devices are designed to feel great in the hand and inspire a feeling of comfort, connection and luxury. Shi also notes that our devices “reveal something to the world about who we are and influence other people’s perceptions of us,” making their appearance all the more crucial.
Of course, good design also extends to the phone’s features – and the OnePlus 13 benefits from innovations in camera, display and battery technology, as well as new AI-powered features. The phone takes stunning photos and 4K videos, thanks to a camera system designed in collaboration with Hasselbad, which can be edited and improved using AI tools such as detail boost, highlight corrector or even deblurring. A lightning-fast AI assistant built into the Oxygen OS operating system also enables intelligent search, including a “search circle” feature, and a notes feature that can transcribe audio recordings, putting them in order and summarize them for you.
“These features, combined with thoughtful design, create a product that is both beautiful and essential to our daily lives,” says Shi. The same goes for the entire OnePlus range, including the OnePlus Open Apex Edition, a foldable smartphone aimed at those who need a larger screen, made with materials from the aeronautical industry for lightweight optimal, it features a leather-like textured finish, combining robustness and elegance.
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The brand’s smartwatches also take an ambitious and thoughtful approach. Take for example the OnePlus Watch 2, where superior performance is hidden in a stylish watch, inspired by traditional watchmaking.
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For Shi, it all comes back to OnePlus’ mantra, “Never Settle,” which she has adopted since joining the brand more than five years ago.
“To me, ‘Never Settle’ means never stopping learning, constantly taking on new challenges and not being intimidated by the quest for perfection. It is also a reminder that if something does not satisfy us or if a new opportunity presents itself, we must dare and take the plunge. »
Discover the full range of OnePlus smartphones and wearables.
This article was written in close collaboration with OnePlus.
