Apple has shown that they are serious about making the recently announced Apple Watch into a fashion accessory by having it debut on the cover of Vogue China’s November issue. The issue is out this Monday and the Apple Watch is worn by Chinese model Liu Wen.
The Apple Watch debut on Vogue China follows exclusive showcase of the new Apple Watch during Paris Fashion Week at Colette.
“When Jonathan Ive and Tim Cook talked me through how they developed the concept of the Apple Watch from the beginning, I was impressed by their thoughts and passion for the project,” Angelica Cheung,Vogue China’s editor-in-chief, told BoF, discussing her first impressions of the product. “Then I saw the watches and thought they looked rather good; some are sporty and others are very classic and elegant. At the same time, they all have so many functions that would be useful in our daily life. I just thought that they combined technology, style and functionality and were very modern and, therefore, perfect accessories for the modern-day woman which is what the Vogue China woman is about.”
Apple has reportedly chosen a Chinese fashion magazine for the Appe Watch editorial debut since Chinese consumers are more likely to embrace new technology than other nations.
“Chinese people are actually very digitally minded and we embrace new technology and digital products more easily than perhaps people elsewhere,” Ms Cheung told BoF. “We are an ancient country but at the same time a very young country when it comes to fashion and new products. We love to embrace everything that is new, modern and positive,” she added. “All these convince us that the intersection of fashion and technology is a natural progression, not something alien.”
Image Credits: Vogue China, BoF