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Brief Published: 10 Feb 2014

Apple’s Fashion Conversation Series

US-based IT and tech company Apple is currently proving its fashion credentials with a series of in-store conversation events with industry insiders and brands.

This week saw Apple team up with fashion/tech event organiser Decoded at its Regent Street flagship store in London for an evening in conversation on the future of e-commerce. In New York, Apple’s SoHo store will host talks during this week’s New York Fashion Week. Natalie Massenet, founder of fashion e-tailer Net-A-Porter, and shoe designer Manolo Blahnik are taking part in the series.

The talks began on Wednesday February 5 with a conversation with US Vogue editor Anna Wintour, followed the next night by street-style photographer and blogger Scott Schuman of The Sartorialist.

With ex-Burberry chief executive Angela Ahrendts joining Apple at the end of 2013 as senior vice-president for retail and online stores, the American tech brand seems keen to push its fashion credentials. Apple also partnered with Burberry for its Spring/Summer 2014 show in London, with the British luxury brand filming the show entirely on the iPhone 5S.

Rumours continue to abound about the existence and launch of an Apple iWatch and the brand’s debut into wearable tech. See Wearable Futures for more on the future of this innovative sector.