Apple appeals to fashion insiders as anticipation grows for its iWatch

Monday, 08 September 2014

As the date for Apple Inc annual keynote presentation draws nearer, rumors that the tech company is preparing to unveil its highly anticipated smartwatch have reached their boiling point as a selection of the fashion industry's top editors and bloggers have been invited “in unprecedented numbers” to the launch, according to Reuters.

Apple, best known for its innovate and stylish designs, is no stranger to the fashion industry and usually hosts a separate event in New York after its products have been announced for key members in the industry. Last month, the tech company reportedly held a “first-of-its-kind” event in New York, to present fashion and retail apps to a selected group of editors and stylists.

The coveted tech company seems to be courting industry ahead of its move into the wearable technology arena to ensure the support of some of fashion's key influencers, as members from Marie Claire and Fashionista among the first-time invitees. “It confirms that they have a play in wearables and that they want to appeal to the fashion world, and not just technology consumers,” commented Lauren Indvik, editor in chief for Fashionista.

Another hint that Apple has been working behind the scenes to ensure that the industry will support is new foray can be seen in the long list of fashion veterans the company has taken on over the past year. The most notable names include Angela Ahrendts, former chief executive at Burberry, Paul Deneve former CEO at Yves Saint Laurents and former vice president of sales at Tag Heuer, LVMH executive Patrick Pruniaux.

Apple has also been working with Australian designer Marc Newson, who is known for his varied designs, which include unique watch designs. Jonathan Ive, chief of design at Apple and a close friend of Newson, told Vanity Fair: “Marc is without question one of the most influential designers of this generation. He is extraordinarily talented.”

"This suggests Apple is serious about tapping into the fashion world, which often sits on the sideline," adds Lea Goldman, features and special project director for Marie Claire, as first time attendee to the keynote presentation. “I assume it's because they are unveiling a wearable."