It’s not the iWatch, former Saint Laurent Paris CEO Deneve may have other designs on Apple

“The appointment of former Saint Laurent Paris CEO Paul Deneve to a position at Apple where he will manage ‘special projects’ has turned heads that have quickly fixed their gaze on the iWatch,” Chandra Steele reports for PC Magazine.

“While I’m certainly a champion of the need for serious pairings of fashion houses and tech companies to achieve truly wearable tech, that’s unlikely to be Deneve’s role at Apple,” Steele reports. “As CEO of Saint Laurent Paris, Deneve was charged with marketing for the brand. His achievements in that area are what make him a perfect fit for Apple.”

Steele reports, “At this moment in time Apple is very much like the Saint Laurent Paris Deneve took over in 2011. The fashion house had recently suffered the death of its creator, Yves Saint Laurent, and a runway show that did not end with Saint Laurent in a tuxedo phalanxed by a flock of models is like an Apple product launch without Steve Jobs in a black turtleneck and ‘one more thing.'”

Read more in the full article here.


  1. These people who think Apple hiring Deneve today to design the iWatch are stupid. First, if reports are even close to accurate, the iWatch is basically done and is in production. So just how is Deneve supposed to influence the design?

    Second, just because someone came from Yves Saint Laurent doesn’t mean they’re a fashion person. Most people in a company like that aren’t involved in the fashion part of the business but are corporate positions necessary to operate a large company.

    Just further proof that analysts are stupid.

    1. Deneve’s career took a sharp turn in 1997, when he had what he would later describe as an “overwhelming” conversation with Coqueline Courrèges, designer and co-founder of the Courrèges fashion house. Fascinated by her aesthetic and futuristic vision — Courrèges designs “electric cars” in addition to high-end clothes.

    2. Chandra Steel is a journalist! No more an analyst than I’m an astronaut! Get off the anti-analyst bandwagon already, you’re just displaying your ignorance.

    1. I doubt highly that Saint Laurent Paris’s CEO would take a job at Apple to be a marketing guy for a watch, or any single product. That would be quite the demotion. I’m sure they’re (Apple) thinking of something bigger and more fundamental concerning their branding and cultural identity.

      1. You’re kidding, right? To launch a potentially game changing synergy between fashion and technology with the best company on earth is a demotion? I think not. Of course this is all wild conjecture.

  2. I suspect with all the talk about wearables Apple is going to come out with new fall fashions. Likely iJeans, iTurtlenecks (black only) and irunnung shoes. What else would they be up too?

  3. Wearable tech is finally going to look stylish. I for one am glad Apple is doing this. Proof that Apple always makes the more sophisticated product!

  4. You gotta remember these are now people who went with
    “Mavericks” instead of “Sea Lion”.
    Probably we’ll have to wait for Eve Jobs to grow up
    and come save the company.


    I make the following predictions if Apple releases an iWatch:

    1) It will not require recharging any more frequently than once per week.

    2) It will have a high-resolution, sunlight-readable, color e-ink display that will likely be curved but might be flat (which helps with the battery-life issue).

    3) It will use Bluetooth to communicate to an iPhone to exponentially expand its utility.

    I also hold out the possibility of the following (extra credit; I’m not *predicting* it):

    a) The watch’s body will be made of amorphous metal (a.k.a., metallic glass or liquid metal).

    b) The watch will have built-in near-field communication so when the wearer also has possession of an “5S” iPhone (one with a fingerprint reader), the watch could make point-of-sale e-commerce faster and more convenient.

    c) The watch will have a sapphire crystal.

    Scoring: A correct prediction for a numbered item (1–3) scores +1 point each. An incorrect prediction deducts one point.

    A correct prediction for an extra-credit lettered item (a–c) adds a half point. There are no deductions for missed extra-credit items.

  6. It would be great to give Deneve some control over how keynotes are designed, maybe what the participants wear, maybe how Apple appears in public, the stores for instance. Then there is “the mothership”, a huge new building that needs tons of design decisions – heck, I’m surprised apple didn’t hire a small army of design mavens.

  7. Paul Deneve worked at Apple Europe in sales and marketing positions from 1990 to 1997. He has a considerable background with Apple. He is not a fashion designer: he ran a premier luxury goods company. He sounds well qualified to advise Apple on any number of important projects.

  8. They hired him to be the middle man between Phil Schiller and Chiat-Day.

    As an aside, I think that Phil Schiller’s sense of aesthetic and the marketplace is as acute as Steve Jobs’ ever was. Read the “Steve Jobs” biography and I think you’ll agree.

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