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When model Liu Wen hinted at her involvement with the Apple Watch on Instagram last week, many speculated that she would be the face of the watch's ad campaign. As it turns out, she modeled the watch for its editorial debut on the cover of Vogue China's November issue. Business of Fashion exclusively revealed the cover and inside editorial shot by David Sims and styled by Karl Templer.
"We love to embrace everything that is new, modern and positive," Angelica Cheung, Vogue China's editor-in-chief, told BoF, explaining why the watch was the right fit for a Chinese magazine. "All these convince us that the intersection of fashion and technology is a natural progression, not something alien." BoF pointed out that Apple's decision to partner with a women's fashion magazine likely is a result of the growing purchasing power that women hold in the Chinese luxury sector. According to Bain & Company, a global consultancy, men accounted for 90% of China's luxury sales in 1995 but now women are responsible for about half of the total luxury sales in China.