Skip to navigationSkip to content
Instagram/@ozpurple
Olivier Zahm, editor-in-chief of Purple magazine

The fashion world reacts to Apple’s Watch the best way it knows how, on Instagram

Jenni Avins
By Jenni Avins

senior lifestyle correspondent

Much has been made of Apple’s courting of the fashion industry—when it comes to both recruiting and public relations—but that didn’t deter the company from unveiling its much-anticipated watch in Cupertino, California, smack in the middle of New York Fashion Week.

A few fashion editors, bloggers, and designers nevertheless made the trip to see the watch. Their reactions were similar to many of ours at home—namely: 1. It’s here! 2. It looks like a watch.

The fashion industry will be an important constituency affecting the Apple Watch’s reception when it is released next year. For now, the first to see it are speaking in Instagrams. The often jaded population seems pretty tickled to be included at the event:

Creative director Fabien Baron and Vogue Paris editor-in-chief Emmanuelle Alt

Olivier Zahm, founder of Purple magazine

Franca Sozzani, editor-in-chief of Vogue Italia

Laure Heriard Dubreuil, owner of the Webster boutique in Miami

Sarah Andelman, creative director of Colette in Paris

Hamish Robertson, founder of creative studio Vacation Days

📬 Kick off each morning with coffee and the Daily Brief (BYO coffee).

By providing your email, you agree to the Quartz Privacy Policy.