Too sexy for my phone.

Design house Stella McCartney partnered with ad network Millennial Media to bring its 2009 collection from the runways to mobile phones.

The campaign runs through January and marks the Gucci Group subsidiary's first foray in mobile marketing. Its objective is to "extend the brand into mobile while maintaining a stylish image and enabling the consumer to get a view into the spring and summer fashion lines," explained SVP-Products and Marketing Eric Eller of Millennial.

The latter firm developed and launched the campaign on Stella McCartney's behalf. Composed of banner ads across relevant sites, users that click through are brought to a landing page that lets them "window shop" from their phones and watch a fashion show, featuring all items in Stella's existing 2009 collection.

Separate sites were built to accommodate both iPhone and smartphone users.

Clients may register for news and brand updates. Those ready to purchase can take advantage of the mobile store locator, which points them in the direction of the nearest Stella McCartney vendor.

Supporting media efforts include print, online, direct mail, point-of-purchase signage, in-store advertising, PR and channel marketing.

"[Stella McCartney isn't] looking for direct marketing," Eller explained, "they’re looking for consumer reaction and feedback on the site […] Hopefully, we'll learn something about [mobile campaign] design and improve the site over time and add video and content that's geared towards the audience."

A recent Pew study claims mobile will be users' primary point of internet access, worldwide, within the next 12 years.