Vogue China will reveal on its pages in November just what the Apple Watch is all about: fashion and innovation.
Apple's announcement that its new wearable device will grace the cover of the international magazine came after only a few weeks when the Apple Watch was featured in a one-day-only special showing at the Paris Fashion Week. With a magazine cover stint scheduled in the following month, it all seems like Apple is taking every significant path that leads to the world of fashion.
Details of the collaboration between Vogue and Apple were discussed in the interview of Vogue China editor-in-chief Angelica Cheung with The Business of Fashion. Cheung said that she had the chance to meet Apple CEO Tim Cook and the company's design head Jony Ive prior to the unveiling of the device on Sept. 9.
Cheung was very impressed with how the duo walked her through the creation of the wearable. For Cheung, the watch is a good fit for Vogue China because of its technology, functionality, style and modern design. The wearable is at the right place with the right target consumer since China has always shown willingness to accept and embrace new technology.
Cheung described the Chinese people as very digitally minded. Compared with other countries, China is more keen on digital products, she said.
"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," said Cheung.
One year ago, Apple introduced a gold iPhone 5s in a bid to woo the Chinese market. During that time, the company collaborated with Burberry, which led to the use of the phone in a runway show. The company has made some notable hiring of high-profile names in the fashion industry, such as former Yves Saint Laurent president and CEO Paul Deneve and former Burberry CEO Angela Ahrendts.
Apple has been working to position the Apple Watch as a high-fashion accessory. Rumor has it that the particular device to grace the cover of Vogue China is the 18-karat gold version.
Apple's move to show off the Apple Watch in a foreign magazine cover such as Vogue China reiterates the company's statement in the past about how China is important to the company. In 2013, Cook visited China for a number of times and opened several new shops in the year after. These include shops in Beijing, Chongqing and Wuxi.
