Apple taps former Yves St. Laurent executive for special projects

Apple has hired a fashion executive to work on special projects, fueling speculation that the company is looking to perfect the look and branding of wearable computing devices such as the iWatch.

The technology giant confirmed the addition of former Yves Saint Laurent Group chief executive Paul Deneve in a statement to Bloomberg. Apple didn’t offer any details on what Deneve would be working on.

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Apple shares have tilted upward this month amid iWatch speculation, including trademark filings for the device in at least seven countries. The stock had been dipping in recent months because of worries that Apple had lost its ability to develop new, innovative products.

Deneve is actually returning to Apple. He worked for the company’s European division in sales and marketing positions in the early 1990s. Fashion experts said Deneve helped tighten up Saint Laurent’s image and position it as a younger, hipper brand.

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