Apple has made it clear that it views its Apple Watch as more of a fashion statement than just a geeky smartwatch. In a move that will drive the point further, the wearable device is all set to feature in the next cover of Vogue China. This was confirmed by Vogue China editor-in-chief Angelica Cheung, who spoke to Business of Fashion about the upcoming issue which is slated to hit newsstands on Monday.
Cheung says that she met Apple design head Jony Ive and Tim Cook before the launch of the Apple Watch and the duo talked her through the development of the Apple Watch, which left her impressed by their thoughts and passion for the project. Cheung said that she thought the watches “combined technology, style, and functionality and were very modern,” making them a good fit for Vogue China. “Chinese people are actually very digitally minded and we embrace new technology and digital products more easily than perhaps people elsewhere. I am convinced that the intersection of fashion and technology is a natural progression, not something alien,” she added in the report.
Apple has, from the beginning, tried to position the Apple Watch as a fashion product. By making it available in so many variants and holding an event just for fashion bloggers, the company had a clear vision on how they wanted to market the wearable. Apple Watch is believed to be launching sometime early next year.