Business of Fashion">

Cookie banner

This site uses cookies. Select "Block all non-essential cookies" to only allow cookies necessary to display content and enable core site features. Select "Accept all cookies" to also personalize your experience on the site with ads and partner content tailored to your interests, and to allow us to measure the effectiveness of our service.

To learn more, review our Cookie Policy, Privacy Notice and Terms of Use.

clock menu more-arrow no yes mobile

Filed under:

The Apple Watch Gets A Vogue Cover

Photos: <a href="">Business of Fashion</a>
Photos: Business of Fashion

Racked is no longer publishing. Thank you to everyone who read our work over the years. The archives will remain available here; for new stories, head over to, where our staff is covering consumer culture for The Goods by Vox. You can also see what we’re up to by signing up here.

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.

· BoF Exclusive: Apple Watch To Make Editorial Debut in Vogue China [BoF]
· Can Liu Wen Sell You On the Apple Watch? [Racked]
· The Big Money, High-Stakes iPhone Case Race [Racked]