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Apple design chief Jony Ive unveiled a new selection of Apple Watch bands at a design fair in Milan this week, showcasing a never before seen color palette of bright red, dark blue, yellow and “skin tone” Sport bands.

The first images of the new collection were posted to Instagram by Umberta Gnutti Beretta, an Italian philanthropist who got an up-close look at the designs:

The unveiling comes as Apple aggressively markets the Apple Watch as a personal fashion statement for celebrities and tastemakers. Last week fashion designer Karl Lagerfeld sported a custom-designed, gold-on-gold Apple Watch.

Deliveries of the Apple Watch to the not-so-rich-and-famous officially begin on April 24th.

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