Fashion reaction to iWatch slow, irrelevant

Elle magazine posted fashion snap shots of those attending the Apple press release. [Photo/WeChat]

Apple introduced iPhone 6 and iWatch to the world on Sept 9. For the first time ever, Apple invited fashion journalists to the event, leading media to speculate the introduction of a wearable item targeted not only to gadget geeks but mainstream, trend-conscious consumers.

Chinese fashion editors were present at the scene, including those from Vogue, GQ, Cosmopolitan, Esquire, Harper's Bazaar, Elle and Elle Men.

What did they think of the product? Unfortunately, most of them didn't give us a clear answer.

The Internet has completely changed the way we read news. With cyber connections, news is spread at first instance via social media such as Twitter or Facebook, or in China's case, Weibo and WeChat.

However, as of today, almost half a day past the release of iWatch, most of the editors invited by Apple have yet to release a targeted "review" of Apple's attempt at tapping into fashion.

GQ and Esquire have not posted any comments on iWatch on their official social media accounts. In a world of new media that demands speed over anything, this is almost equivalent to committing a "crime." For others who have commented on the press release, the results are not so optimal.

Ok, so we can't demand fashion media judge a product on its technical competence, but Cosmopolitan and Elle completely misunderstood the meaning of Apple's press release. Readers who want to learn about iWatch are probably not looking forward to seeing selfies of editors and street snap photos, or read a long yet not descriptive note of the editor's day at the event.

Elle Men's cartoon and Harper's Bazaar's extended reading were more fit to the scene. The former was the first to release a comprehensive review of the product in China, and the latter also kindly added the price of iPhones around the world in the appendix.

Vogue was probably the only one who's done things right. Vogue's official WeChat account published an article on Apple. No selfies and no broadcast of the release. Instead, it posted the Chinese version of a blog written by Suzy Menkes (a highly accomplished fashion editor at Vogue.) There is no reason to doubt the communicative abilities of Menkes, who's worked in the industry for almost quarter of a century. Descriptive, sharp and to the point, just what the readers are looking for.

In a bold estimate, this would not be the last time Apple releases wearable items. More fashion workers in China would kill for a seat at future releases. But, whether they would post useful reviews and omit irrelevant photos of narcissist selfies or fashion snap shots, remains to be seen.