Issey Miyake once said that design is not for philosophy, but for life. It’s a maxim that has inspired a generation of designers to search for beauty in utility, and to elevate the functional through good design. In 2025, there is no good reason why we should settle for anything less – from our beauty tools to our smartphones, the objects we surround ourselves with should be as pleasing and well-made as the clothes we wear.
Leading this charge is the tech brand OnePlus, which is fast becoming known for its elegant, innovative products. According to Celina Shi, chief marketing officer of OnePlus Europe, it’s all down to a simple mantra: Never settle. ‘It drives us not towards perfection, but towards the constant pursuit of better,’ she explains.
Over time, ‘never settle’ has led the brand to an aesthetic language Shi describes as ‘burden-less design’. She explains: ‘It has three guiding principles. We design for purpose, to solve a particular problem or satisfy a particular need. We believe simplicity rests on holistic thinking, knowing that elegance doesn’t come easily, and that seemingly simple products or experiences are always born out of meticulous thought. And we design for humans, to create an enduring sense of ease and effortlessness.’
Read Next
The OnePlus 13, the brand’s new flagship smartphone (launching January 7, from £899), is perhaps the purest distillation of this approach. ‘It embodies our commitment to premium craftsmanship, elegance, comfort, and durability,’ says Shi. There’s a strong focus on tactility and hand-feel, with three editions each offering a uniquely textured finish. The Midnight Ocean edition is clad in microfibre vegan leather, a first for a smartphone. ‘Typically found in high-end furniture and vehicle interiors, it evokes a soft, warm touch and represents an environmentally sustainable choice for our consumers,’ she adds, noting that the fabric is ‘incredibly durable too’.
The Black Eclipse edition debuts a ‘delicate and refined’ rosewood grain texture, with ‘an intensely black finish that resists fingerprints and complements every style’, while the Arctic Dawn edition offers an ultra-smooth finish achieved through an innovative glass coating. ‘Its fingerprint-resistant finish and showcases the purest white on the market, which shimmers under sunlight.’
Why go to such lengths? ‘Smartphones have become an integral part of our lives, and design has the power to evoke strong emotions,’ says Shi. OnePlus devices are made to feel good in the hand, to create a sense of comfort, connection and luxury. Shi notes that our devices can also ‘communicate to the world something about who we are, influencing how others perceive us’, making their aesthetic yet more important.
Of course, good design also extends to the phone’s functionality – and the OnePlus 13 boasts innovations in camera, screen and battery technology, as well as new AI-powered features. The phone takes beautiful photos and 4K video, thanks to a camera system designed in collaboration with Hasselbad, which can be edited and enhanced through AI tools such as unblur, detail boost and reflection eraser. An AI assistant built into the lightning-quick Oxygen OS also allows for intelligent search – including a ‘circle to search’ function, and a notes feature which can transcribe audio recordings, tidy up and summarise for you.
‘These features, when paired with thoughtful design, create a product that is both beautiful and indispensable in our daily lives,’ says Shi. And the same goes for the entire OnePlus line-up – notably the OnePlus Open Apex Edition, a foldable smartphone for those who require a larger canvas, made with aerospace materials for incredible lightness (and clad in a leather-like textured finish).
The brand’s smartwatches also take an ambitious, attentive approach, for example the OnePlus Watch 2, which packs superior performance into an elegant timepiece inspired by traditional horology.
For Shi, everything comes back to the OnePlus mantra of ‘never settle’, one she has taken to heart since joining the brand more than five years ago.
‘Never settle to me is about constantly pursuing learning new skills and taking on challenging tasks – not necessarily chasing perfection, which can often be a roadblock as it makes the tasks look daunting. At the same time, it is a good reminder that if you are not satisfied with something or want to try out something new, you should take the leap of faith and go for it.’
Discover the full line of OnePlus smartphones and wearables
