4 posts tagged "Wearable Tech"
When Apple poached Angela Ahrendts last year, it marked a major turning point for the megabrand—the former Burberry CEO was enlisted to bring Apple back to its roots and make it not just a tech brand, but a luxury lifestyle label. Paul Deneve, the former CEO of Yves Saint Laurent, also made the leap from fashion to Silicon Valley to work on special projects at Apple. Today, Vanessa Friedman of The New York Times reported that yet another fashion exec has made the jump to Apple. The sales vice president for TAG Heuer, Patrick Pruniaux, has been tapped for an unspecified role with the company.
Though it has not been confirmed, it looks like we might have the man who will helm that iWatch everyone has been buzzing about. When it was first announced that Deneve was joining Apple, there were plenty of rumors floating around that he would be taking on that project. Those turned out to be false. But who better than a TAG Heuer expert to best the competing Samsung Galaxy Gear watch?
With the iWatch reportedly due out in October and a new version of fashion’s greatest accessory, the iPhone, coming out this fall, Apple is busy preparing for some big releases.
But the bigger question remains: What else does it have up its sleeves? It’s now got an all-star team of veteran luxury executives, with presumably more joining it soon. But Ahrendts, who is the head of Apple’s retail and online stores, is a turnaround artist, and like Steve Jobs, she’s an exec with a vision. Certainly, wearable tech is where the focus is these days, with everyone from Google to Opening Ceremony to Nike getting into the game, but Apple hasn’t made its mark in this niche. Yet. Might we see an Apple wearable tech piece make its debut on the runways at New York fashion week, instead of in a more traditional rollout? We wouldn’t be a bit surprised.
Womp womp—Cnet reported on Friday that Nike has terminated production of the Nike Fuel Band and is, in fact, getting out of the wearable hardware game altogether, instead focusing on developing new athletic software. Looks like fitness fans are going to have to figure out a new way to humble brag on Facebook about their workout routines.
News broke yesterday morning that Google has enlisted Luxottica—the company that crafts eyewear for such brands as Prada, Ray-Ban, Chanel, Versace, and beyond—to make Google Glass less hideous. That’s all good and fine—at least the Internet giant is placing an appropriate amount of importance on aesthetics. But I have to be honest: I am deeply tired of hearing about, writing about, and thinking about wearable tech. I have no desire to be hooked up to a device all day. The nonstop e-mail-induced vibrating of my iPhone already gives me heart palpitations, and I don’t need my rings, bracelets, and specs incessantly nagging me, too.
Considering Apple’s recent hires—Saint Laurent’s former CEO of special projects Paul Deneve and Burberry’s former CEO Angela Ahrendts—and Humberto Leon and Carol Lim’s partnership with Intel, wearable tech is no doubt about to explode. And it has the potential to generate big business among Millennials who are lost without their tablets, smartphones, and various other gadgets. I’m just not interested in participating in this particular big bang.
That’s not to say that wearable tech isn’t impressive from, well, you know, a tech standpoint. I find it mind-boggling that a Nike Fuel Band has the capacity to track your steps and calories burned, and then spit that information out into the World Wide Web. However, I’m unsure why the world (or the NSA, for that matter) needs to know your, or my, workout routine. Nor do I enjoy being bombarded on Facebook by everyone’s “humble brags” about how many miles they ran today. I’ve unfriended people for less. But I digress.
As someone who has dedicated my life to fashion, I refuse to compromise on the appearance of a garment or accessory. I’d much prefer to spend my wages on a decadent pair of low-tech vintage sunnies than on a mediocre style with Wi-Fi.
Furthermore, when is enough tech enough? Despite the fact that it doubles as my career, fashion is my escape—and I think a lot of people feel that way. When I slip on a new dress or place my favorite hat upon my head, I get butterflies in my stomach. All my troubles dissolve (if only for an instant), and it’s as though I’ve been transported to my own personal sartorial oasis. Why on earth would I trade in those moments of bliss for a flashing frock with 4G capabilities?
And what’s so great about being connected all the time, anyway? Forever burned in my mind is an election party I attended in 2012. The invitees were educated, opinionated, entertaining, and dynamic, but for a good portion of the evening, I had to check their Twitter feeds in order to get their thoughts on the polls. What could have been a riveting few hours of discussion was diminished to a silent, nonstop tweet-fest. While I sat there with my iPhone tucked in my handbag (my mother always told me that it was rude to stare at one’s phone in social situations because it makes your company feel as though they’re not important), mumbling to myself, all I could think was, What a waste. Can you imagine how much worse this will become if we’re not required to take the extra step of reaching into our pockets to tweet, Instagram, e-mail, Facebook, etc.? If the Internet is latched onto our wrists or eyes, will we even speak to each other anymore?
Perhaps I’m a Luddite. And you know what? I’m OK with that. I’d prefer to be stuck in the last century than to look and live like some kind of Star Trekkian android.
Even so, I wish nothing but the best of luck to Google and Luxottica in making high-fashion face computers.