Neil Hughes
Academy Award nominated actress Hailee Steinfeld wears an Apple Watch Sport on the latest cover of popular Canadian fashion magazine Flare, in the latest cover story for Apple's soon-to-launch wearable.
On the cover of the magazine's May issue, Steinfeld can be seen wearing a Space Gray Apple Watch Sport with the Black Sport Band. In an alternate cover, the actress is wearing a stainless steel Apple Watch with a White Sport Band.
On both covers, the editors of Flare included a note saying they are "obsessed" with the upcoming device. And in an article detailing 15 things the Apple Watch can do, it's referred to as a "stylish timepiece."
The magazine praises the Apple Watch for being customizable and versatile, highlighting functions such as mobile boarding passes, the foreign language translation app Babel, the ability to control an Apple TV from the wrist, and unlocking a room door at Starwood Hotels.
Shown wearing the Apple Watch, Steinfeld stars in the upcoming film "Pitch Perfect 2." She was nominated for an Academy Award for Best Supporting Actress in 2011 for her portrayal of Mattie Ross in the Coen brothers film "True Grit."
Since its announcement, Apple has been positioning the Apple Watch as a fashion-focused device, getting it featured on the covers of numerous prominent fashion magazines. Previous covers include America's Self, the U.K.'s Style, Hong Kong's East Touch, and Australia's Elle, to name a few highlights from across the globe.
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46 Comments
Why do they always show it with the screen on? It'll just look like a black blob most of the time.
Are we going to be treated to a news item about every single time the Apple Watch appears in an advert or product placement somewhere?
I'll be first in the queue to buy one, but this is getting ridiculous!
It’s all about the weaker sex.
First post, first piece of sexism. Why don't you **** off back to the 19th century?
I think they are winning me over...
Why do they always show it with the screen on?
It'll just look like a black blob most of the time.
They are winning me around. I think the black aluminium and the steel look good, with a black screen they have a retro 1970's chic feel to it. I may not wear it to an event or even to work (at least until it has established itself and loses any remaining nerd-appeal), but definitely on weekends.
I must say, hats off to Ahrendts and her team, they are doing a fantastic, truly incredible, job at reducing nerd-anxiety for this watch. She is actively changing perception of aesthetics and actively forming and inducing desire. If they had just launched it like any other new product, I think many people would have been weary of wearing such a conspicuous piece of tech on their wrist, but after this marketing Blitz, the guard is definitely down.