Apple doubles down on design for its fashion
Michael del CastilloUpstart Business Journal Technology & Innovation Editor Email |TwitterThe UpTake: Apple has always been known as a tech company with an eye for design. But thanks to a new piece of technology, expected tomorrow, they may soon be known as a fashion company too.
J ust because Apple is courting a new kind of aesthete for tomorrow's serial unveiling, likely to include a big-screen phone and the much snickered at smartwatch, doesn't mean they're giving up on their old tried and true favorite: design.
On Friday, the day before Reuters reported that Apple was courting fashion editors and bloggers in 'unprecedented' numbers for their event tomorrow, the computer company confirmed they had hired Marc Newson, an industrial designer perhaps best known for designing a Lockheed Martin chair that sold in 2006 for $968,000.
Click here to see some of Newson's greatest designs.
'Marc is without question one of the most influential designers of this generation,' said Jony Ive, Apple's head designer in a statement provided to Vanity Fair. 'We are particularly excited to formalize our collaboration as we enjoy working together so much and have found our partnership so effective.'
Last year Newson, who has worked for Nike, Ford, Louis Vuitton, and Swarovski, partnered with Ive, who Vanity Fair called a 'close friend for years,' to curate a Sotheby's auction that raised$26 million to fight AIDS in Africa. As part of the auction Ive and Newson co-designed a Leica Digital Rangefinder Camera, that sold for $1.8 million.
The day after Ive confirmed the hire of Newson, Reuters reported that Apple has invited journalists such as Lea Goldman, the features and special projects director for Marie Claire magazine, to the event for the first time. 'I assume it's because they are unveiling a wearable,' said Goldman, according to the report. 'This suggests Apple is serious about tapping into the fashion world, which often sits on the sidelines.'
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