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Vogue promotes new iPhone 5C as major fashion accessory

Vogue_iphone5C

Vogue is continuing its focus on tech with a series of online editorial shots this week dedicated to the new iPhone 5C. Titled “How About Them Apples: How To Match Your Outfit to the New iPhone 5C“, the post sees the four new shades of the latest Apple phone coordinated with looks from this season’s resort collections.

“We already know we spend an inordinate amount of time with our iPhones—talking to them, sleeping with them under our pillows—and now, it turns out, we can even dress like them,” it reads. “If we were Angela Ahrendts (former Burberry CEO and newly appointed senior vice president of Apple), we might think of incorporating one of the season’s new shades—which include Day-Glo pinks, yellows, greens, and blues—into our first-day-of-work wardrobe.” The models pose in looks from the likes of Nina Ricci, Michael Kors, Versace, Dior, Reed Krakoff and Ralph Lauren.

The initiative seems like a massive advertorial, or Condé Nast’s attempts at sponsored posts (native advertising) à la Buzzfeed, but the lack of any sort of disclaimer suggests otherwise.

In which case, this should be seen as a pretty huge coup for Apple; it is after all just a plastic coloured phone, now cross-promoted on key Vogue properties including its .com site, Instagram, Facebook, Twitter and Tumblr.

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By Rachel Arthur

Rachel Arthur is Editor-in-Chief of Current Daily, the leading news source for fashion, retail and innovation, and the co-host of its weekly Innovators podcast. She otherwise serves as Co-Founder and Chief Innovation Officer of Current Global, a transformation consultancy driving growth within fashion luxury and retail. By background she is an award-winning business journalist and consultant, contributing to titles including Wired, Forbes and Business of Fashion.

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