Smart Fashion: The Luxury Brands Embracing Technology

Technology is a sober world. The white-walled laboratories of Silicon Valley are full of men with bad hair, bad clothes and boring names like Steve, Dave, Brian and Tony. Rock'n'roll it ain't. But there was something different about the launch of Apple's new watch and its two new iPhones at its Cupertino headquarters last month.

"I've just been having a few glasses of champagne with U2," grinned Marc Newson, Apple designer Jony Ive's new right-hand man, as he stepped into the afternoon sunshine after the Irish band brought the launch to a close with a track from their new album.