Apple is continuing its quest to win over the fashion consumer for the 2015 global launch of its much-talked about


It began with the unveiling of its watch to a few carefully chosen magazine editors last month, then subsequently introducing the product during New York Fashion Week followed by pop-up displays and dinners held during Paris Fashion Week.

Now the company has secured its first fashion magazine cover with model Liu Wen wearing the watch with a Céline dress for the November issue of Vogue China.

Apple has slowly been injecting its company with fashion credentials, starting with the hiring of former Burberry chief Angela Ahrends and then a LVMH alumni this summer.

Arguably the upmarket fashion model is the consumer Apple hopes to entice to buy its watches, which are luxury items considering the price tag. There are currently hundreds of wearable technology items on the market, but none that have enjoyed huge commercial success.

Apple hopes its iWatch will be the game changer.




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