When Apple dropped the first images of its long-awaited Apple Watch earlier this month, it was immediately apparent that style was at the forefront of the design thinking. Explaining the various leather and metal band options as well as the luxe-looking 18-carat and rose gold faces, CEO Tim Cook positioned the device as not just a tech accessory but an accessory, period. Now, as consumers settle into the wait for the watch to actually go on sale next year, we'll get to see how the company handles part two of its appeal to the fashion-minded — that is, wooing the fashion industry itself.
On Tuesday, Apple made a decisive move in that direction, teaming up with Colette for a Paris Fashion Week event at the popular store, which pulled a crowd of fashion heavyweights like Anna Wintour, Karl Lagerfeld (on the same morning as his show for Chanel, no less) and Vogue International's Suzy Menkes, as well as Apple's SVP of Design Jony Ive and Marc Newson, a recent addition to Ive's team. The watch will be on display to the public for the remainder of the day, an Apple rep says; according to InStyle's Eric Wilson, the line is snaking around the block.
Based on the Instagram evidence, it seems that industry insiders are making an effort to prove that the fashion-tech love is a two way street. Karlie Kloss posted a photo of herself wearing an Apple Watch with the caption "iWant," while Suzy Menkes added a shot of Colette's Sarah Andelman, Lagerfeld, Wintour, Ive and Newson "checking out every fashionista's dream: the Apple [Watch]." Wintour, for the record, is smiling.
So what does this mean, moving forward? For starters, we wouldn't be shocked to see an Apple Watch editorial in the pages of Vogue in the near future — money's on Kloss for the casting. But more important, it's starting to seem like we're getting past the point when tech was a funny fascination to fashion people and style was irrelevant to tech design.