iWatch and iPhone 6 mockup (Martin Hajek 004)

Apple has been sending invitations for its September 9 event to some of the top fashion editors and bloggers, Reuters reports this morning. This move, which is somewhat unusual for a tech company, reinforces the belief that not only Apple will unveil a new wearable device next week, but this device will most likely be fashionable, hence the company trying to get fashion editors on board.

“This suggests Apple is serious about tapping into the fashion world, which often sits on the sidelines,” said Lea Goldman, features and special projects director for Marie Claire magazine. “It confirms that they have a play in wearables and that they want to appeal to the fashion world, and not just technology consumers,” was Fashionista Editor in Chief Lauren Indvik quoted saying.

If this is not usual for a tech company to invite fashion editors to a product launch, it is not necessarily shocking in this case. In the past several months, Apple has made some very high profile hires directly from the fashion industry. In July of last year, the company hired former Yves Saint Laurent CEO Paul Deneve. A few months later, the company hired Burberry CEO Angela Ahrendts. Finally, Apple hired Patrick Pruniaux, former Vice President of Tag Heuer’s global sales and retail a couple months ago.

Apple is decided to brand its upcoming wearable as a fashionable device, and not only as a tech gadget. This strategy could prove successful, especially when looking at the style of wearables we have seen so far. Arguably, the Moto 360 is the closest thing to a fashion accessory we’ve seen when it comes to wearable. Apple clearly intends to capitalize on the fashion aspect by taking a tech device and turning it into a fashion accessory, which would arguably appeal more to the masses than the soulless wearables that made it to market until now.

This is not the first time Apple tries to court the fashion press. According to Reuters, the company held a special “first-of-its-kind event” last month in New York to showcase a selection of fashion and retail applications available in the App Store to a select group of fashion editors.


  • Abdulla Hussain

    well thats interesting !

    • They want to toot their own horn to how gorgeous the new devices look..

      • R4

        Well yeah it is a watch after all

  • JulianZH

    dont care about the watch, it’s the phone that i need!! ASAP!!!

  • nonchalont

    Interesting, it must be a nice looking watch. Can’t wait for the unveiling.

  • Tom

    I’m still thinking that iPhone 5s has better design

    • We haven’t even seen what it’ll look like yet other than leaks. Judging from the leaks the only thing I dislike is the protruding camera but if it’s there for a reason e.g to provide better camera quality then it wouldn’t bother me so much…

      • Tom

        I know that these are all leaks. I’m quite interested how new one will look, but I’m not preparing to change my 5s for now. I’m good with it

      • Shadowelite123

        its not even that protruding. if you look at real schematics and accurate design concepts based on it, it will look like any other iPhone or, as i hear, like the iPod touch camera.

    • Rupinder S

      Everyone is like that at first. Remember the hate towards the iPhone 5’s two-toned look from all of the leaks? We wanted an all glass back so badly. But then as it grew on us, it started to look gorgeous. Just give it some time, you’ll love it eventually.

      • Tom

        Honestly I liked 5s from first glance. I’m not saying that 6 doesn’t look nice (keeping in mind that these are only leaks), but I’m not that kind of person who changes phone every year. Anyway I’m kind of interested about iWatch, I wonder if it will be compactible with previous devices.

      • Rupinder S

        Oh my goodness, I’ll be devastated if it’s not compatible with a 5S.

  • felixtaf

    Hope we don’t see no iPants or iShirts! ;P

    • AppleFanboy

      We’ve already seen iSocks though 😛

    • Jamessmooth
      • rockdude094

        you get an up vote too 🙂

  • syntax_error

    now there are leaks of the iphone but no iWatch leaks, might be that there won’t be an iWatch?

    • Donstil

      New product groups for Apple (like the watch) often don’t leak.
      iPhone, iPod, iPad, all did not leak before the first edition.

    • Shadowelite123

      well the iPhone 6 leaks have been flooding for quite some time and the closer we get the more exciting every leak and rumor gets. the iWatch is a new category that is probably overwhelmed with iPhone 6 rumors and thats why we don’t see much of the iWatch. people are focused on the iPhone 6 rather than a smart watch that may or may not be better than the current competition, although the competition has not shown any real innovation at this point.