Apple Leans on French Boutique Colette to Up Its Fashion Cred

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Apple will be hosting a private viewing of the Apple Watch for fashion editors at Colette right before the Chanel runway show tomorrow morning. (It will then open to the public as a one-day-only public viewing.) This isn't the first time Colette has been linked to the tech giant—the department store's founder and creative director Sarah Andelman skipped NYFW's Marc by Marc Jacobs and Rodarte shows to blog Apple's launch day for Style.com. And she was miffed that the invite wasn't more exclusive:

I thought the invitation was only for me, because we've worked with Apple since the first iPod came out back in 2001. I remember it was not easy to call again and again, to finally reach the right person who would know about Colette and agree to sell us their products, normally reserved for computer stores. And as Olympia Le-Tan reminded me with her Instagram post, we also immediately asked our favorite designers to create some covers for the iPod way before the world of iAccessories even existed.

Apple has hinted at plans to sell its devices through more fashion-focused retailers, and Colette seems like an ideal springboard for the Apple Watch considering its history with the brand. According to WWD, Colette will be selling the device when it launches early next year although a spokesperson for Colette declined to comment for the article.
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