Newspaper article The Evening Standard (London, England)

Fashion: A Glass Act; TECHNOLOGY the Style Set Can't Wait to Adopt the Apple Watch and Google Is about to Start Selling Its Glasses to Luxury Addicts Online. the F'row Has Turned Techy

Newspaper article The Evening Standard (London, England)

Fashion: A Glass Act; TECHNOLOGY the Style Set Can't Wait to Adopt the Apple Watch and Google Is about to Start Selling Its Glasses to Luxury Addicts Online. the F'row Has Turned Techy

Article excerpt

Byline: tech ed Jasmine Gardner

AS LONDON Fashion Week set off down the catwalks, I was well and truly off the scene. Due to spend the weekend in Dublin for a wedding, I was missing the Henry Holland, Topshop Unique and Jonathan Saunders shows. Nevertheless, while the Evening Standard's fashion team was keeping up with the trends in London, I like to think I was the most fashionable of all -- since I went to Ireland wearing Google Glass.

Fine, so I got a number of dodgy looks as I went through airport security on the way out there. Sure, when I arrived in the bar all my friends either groaned or spat their drinks through their teeth with uncontainable laughter. But the glasses certainly got enough attention to persuade me that wearing them to the wedding itself would be an exercise in impolite distraction from the main event -- the bride.

And as my friends each asked for a go and proceeded to shout ineffective commands such as "Google, call Dad" or "OK Glass: donkey porn" in vain attempts to embarrass me, they were each ignoring the fact that tech is having a very fashionable moment (or vice-versa).

Chair of the British Fashion Council and Net-a-Porter founder Natalie Massenet said this year that London should become "the most tech-savvy fashion capital in the world" and launched this season's shows with Google's UK sales director, Peter Fitzgerald.

Massenet had just flown in from Silicon Valley, where she had been attending the launch of the Apple Watch alongside fashion editors including British Vogue's Alexandra Shulman. Here was a technology launch aimed squarely at the fashion industry and trying to prove that Apple could outdo its rivals in the style stakes to appeal to more than just the tech geeks (such as me) and the fangirls and boys. After all, Apple is the only brand to produce 18 different designs of its smartwatch, plus a sports collection and an 18-carat gold version for the luxury market.

Whether you can yet see the point of it or not, at least you might be able to find one Apple Watch that matches your outfit. That's more than you can probably say for the Samsung Gear S -- although I have to admit being rather partial to the looks of the round Motorola Moto 360 instead (LG's G Watch R is round too, but also quite manly). …

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