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Jonny Ive and company show off the Apple Watch at Paris Fashion week

Just in case you didn’t already know, the Apple Watch isn’t another ugly duckling smartwatch. It’s a watch for the runway — at least, that’s what Apple says. Iconic Apple designer Jonny Ive and a few other representatives from Apple showed off the device to fashion designers, high-profile magazine editors, and critics at Paris Fashion Week. Ive even gave personal demos of the watch’s capabilities to some of the more VIP invitees.

Apple set up a window display at the fashion store Colette in Paris overnight. The company invited a few well-known fashion leaders from around the world to see the Apple Watch and chat with Ive about design. Normal passersby were allowed into the store to see the device in person from 11 a.m. to 7 p.m. local time. Mostly, it was a who’s who of high-profile fashion experts who flitted in and out of the store in between shows. Suzy Menkes and Anna Wintour from Vogue, Chanel’s Karl Lagerfeld, Elle editor-in-chief Robbie Myers, and the New York Times’s Vanessa Friedman were among those who stopped by to see the Apple Watch.

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Infamous German designer Lagerfeld tried on the watch less than an hour before the debut of his new Chanel collection on the runway. He joined Wintour in a personal demo of the Apple Watch from Ive. Ive reportedly walked the pair through the watch’s functions and explained how it all works. Several photos appeared on Instagram and other social networks, showing the fashion icons trying on the Apple watch.


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As if the flurry of activity around the display in shop Colette wasn’t enough, noted fashion designer Azzedine Alaïa plans to honor Ive with a celebratory dinner. In one fell swoop, Apple set its Watch up as the ultimate fashionable alternative to all the Galaxy Gears, Moto 360’s, and G Watches of the tech world. The company already started the ball rolling when it invited many fashion writers to its September 9 event where the Apple Watch debuted. Early reviews from fashion writers were mixed, but most seemed excited and impressed by the device.

However, none of the fashionistas from Paris commented on the look or functionality of the Apple Watch, so the jury is still out. Nonetheless, it’s obvious that the fashion world is taking notice of Apple’s wearable with much more enthusiasm than they’ve shown the efforts of Samsung, LG, Asus, and company.

Related: Nailed it! 6 ways the Apple Watch could put other smartwtaches to shame