“Apple’s relationship with fashion has grown from a casual flirtation to a full-blown love affair,” The Business of Fashion reports. “BoF can reveal that the Apple Watch is set to make its editorial debut on the cover of Vogue China’s November issue, out this Monday, featuring Liu Wen.”
“It’s the latest in a series of activities that puts fashion at the focus of Apple’s communication strategy. On September 9th, in the middle of New York Fashion Week, the Silicon Valley-based company invited a cadre of fashion editors and bloggers to the unveiling of the Apple Watch, held at its the headquarters in Cupertino, California,” BoF reports. “Then, during Paris Fashion Week, Apple successfully squeezed itself into a hectic show schedule, staging an exclusive showcase of the new Apple Watch at Colette before attendees including Anna Wintour and Karl Lagerfeld.”
“Later that evening, Apple organised a high-profile dinner for 250 fashion insiders, co-hosted by Azzedine Alaïa, Marc Newson and Jonathan Ive,” BoF reports. “But the guest of honour was the Apple Watch, several versions of which were displayed in a case right in the middle of the dinner venue, a space normally used as Mr Alaïa’s showroom. On their way out, guests were given exclusive images of the product, shot by Davis Sims and styled by Karl Templer, the very duo behind the Apple Watch’s fashion editorial debut on the wrist of Chinese supermodel Liu Wen in Vogue China.”
Read more in the full article here.
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